MaxPoint Interactive

Pioneer in hyperlocal digital advertising targeting for national brands seeking local consumer engagement and in-store traffic lift

MaxPoint Interactive was a Raleigh, North Carolina-based digital advertising technology company that specialized in hyperlocal targeting solutions. The company's core technology, called Digital Zip, enabled national advertisers to target consumers at a highly localized level — down to specific neighborhoods or retail trade areas — helping brands drive in-store traffic and local sales lift. MaxPoint served major national brands and retailers by bridging the gap between digital advertising and physical store performance. Founded in 2007, MaxPoint went public on the New York Stock Exchange in 2012 under the ticker MXPT, raising capital to expand its platform and sales force. The company built a proprietary data platform that combined demographic, behavioral, and geographic data to identify high-propensity consumers in specific local markets. This approach was particularly valuable for CPG brands, retailers, and automotive advertisers seeking to connect national campaigns to local store-level results. In 2016, Valassis Communications — a subsidiary of Harland Clarke Holdings and a major player in marketing services and media — acquired MaxPoint Interactive for approximately $120 million. The acquisition allowed Valassis to bolster its digital capabilities and integrate MaxPoint's hyperlocal targeting technology into its broader suite of marketing solutions. Following the acquisition, MaxPoint's technology and team were absorbed into the Valassis digital platform.