Gimbal

About Gimbal

Gimbal operates as a location intelligence and ad tech company, providing a platform that translates physical-world data into actionable insights for brands and marketers.

The current iteration of the company is the result of several strategic mergers and acquisitions. The journey began with The Mobile Majority, a mobile advertising platform founded in 2012 by Sam Kim and later led by CEO Rob Emrich. Originally known as PaeDae, a reward-based advertising firm, it pivoted to become The Mobile Majority in early 2014, focusing on solving mobile ecosystem fragmentation by treating mobile ads like software. A significant milestone occurred in November 2016 when The Mobile Majority acquired Gimbal, Inc., and adopted the Gimbal name. Gimbal, Inc. itself was spun out of Qualcomm as a standalone entity in 2014, established to commercialize its context-aware and proximity platform. The combined entity further expanded its capabilities in late 2020 by acquiring true[X], a CTV and engagement advertising pioneer, from The Walt Disney Company. This series of integrations culminated in a final rebranding in March 2022, when the company became known as Infillion.

Gimbal's core business revolves around its location-based engagement and data platform, serving clients such as brands, media agencies, retailers, and app developers. Revenue is generated by providing tools and services that enable performance-based advertising campaigns with personalized messaging based on a user's physical location and behavior. The company leverages its own hardware, including Bluetooth low-energy (BLE) beacons, and a sophisticated software stack. This stack includes a Mobile Location SDK for data collection, geofencing software for defining virtual boundaries around points of interest, and analytics dashboards to measure campaign performance and foot traffic patterns. The platform allows clients to create custom audience segments based on visitation patterns, deliver location-triggered push notifications, and gain insights into consumer affinity for different brands and locations. By partnering with companies like NextNav, Gimbal has enhanced its service to include vertical location data, enabling floor-level accuracy in multi-story buildings, which improves use cases like in-store customer service and curbside pickup logistics.