It used to be that all a marketer needed to know was your zipcode, and they could infer your income range and a whole host of other demographic data about you. But with everyone now using mobile phones that can be targeted down to exact GPS coordinates at different times of the day, areas bounded by zipcodes seem vast in comparison. Imagine if instead marketers could break up the world into 100 million different tiles, each one about the size of a city block, and infer everything from what types of people are likely to be found in that tile at any given time. That's basically what mobile advertising data startup PlaceIQ is setting out to do. Mobile advertising inventory still goes largely unfilled because the relevance and targeting isn't that good. PlaceIQ sifts through tons of data about locations to give marketers a mini-zipcode-like profile of each block. The data comes from both open sources and commercial data sets, including place data, retail data, government data, event data, photo data, social data, and, crime data. This goes well beyond Facebook, Twitter, and Foursquare, but the company says it doesn't use any personally identifiable information. Rather, it is making assumptions based on the contextual cues of a person's location and time of day.