As 2024 comes to a close, we’re reflecting on a year filled with milestones, exciting growth, and some unforgettable moments. From major product enhancements to new leadership and team adventures, it’s been a year that’s truly shown the strength of the SafeGraph team and community.
Product Enhancements That Transformed 2024
We’ve been hard at work enhancing our product offerings to better meet the needs of our partners. Some of this year’s highlights include:
Global Coverage Expansion: This year, we expanded our global coverage based on customer demand, adding POIs across multiple countries and categories. Some highlights include +1M POIs in Italy (March release); +225k POIs in France (August release); +500k POIs in Western Europe (October release); and +1.2M POIs in the US, Canada, Mexico, and Brazil (December release).
New Rich Attributes: We introduced 3 new rich attribute columns that provide more granular details about malls in the US and Canada. This information helps our customers better assess real estate opportunities, perform retail site selection, and measure customer behavior across different mall layouts.
Deduplication Model Update: In May, we released a significant update to our deduplication model which removed 325k duplicate places globally. This effort especially improved data precision across services, retail, food, and hotel related categories.
Revamped Category Model: In November, we bootstrapped years worth of customer feedback as training data and leveraged the latest advancements in LLMs to upgrade our category (naics_code) model. This effort increased the accuracy of our naics_code inferences for millions of non-branded POIs globally.
Geometry Improvements: Throughout the year, we made various enhancements to our Geometry product to help customers attribute real world visits to places more reliably. Notably, in April, we ingested new building footprint datasets in the US and Spain which sharply reduced the rate of places with synthetic polygons.
Rich Attribute Improvements: Many of our rich attributes are built for specific use cases that enable narrower search queries, aggregation queries, or enable unique joins to other datasets. As customers increasingly find utility, we did our part to ensure these columns improve over time. Notably, in September, we increased the category_tag fill rate in the US by 4 percentage points, corrected store_id values for 30+ brands, and implemented additional parsing and QA logic to handle open_hours reported in various formats.
By the Numbers: SafeGraph’s 2024 Impact
As the source of truth for data on physical places, SafeGraph has enabled product builders to spend less time cleaning and curating data, unlocking valuable resources for application and model development. Over 120 customers are leveraging SafeGraph POI data to drive innovation across Adtech, Mapping, CPG, Retail, and Financial Services. From optimizing advertising campaigns to enhancing mapping products and enabling smarter retail site selection, our data empowers customers to make data-driven decisions and unlock new opportunities for growth.
New Leadership: Jason Richman Steps In as CEO
One of the biggest moments this year was welcoming Jason Richman as SafeGraph's new CEO. A 7-year veteran of SafeGraph, Jason previously led the revenue function and brings a clear vision to maintain SafeGraph’s position as the market leader in data for physical places. Meanwhile, our founder, Auren Hoffman, has transitioned to Chairman, where he continues to provide strategic insights. Together, this leadership team is paving the way for an even brighter future.
SafeGraph Culture: Fun, Growth, and Connection
This year wasn’t just about work – it was also about coming together as a team. In August, we held our annual retreat in Denver, and it was nothing short of fun and inspiring. From brainstorming sessions to team dinners and cornhole competitions, the retreat embodied the spirit of SafeGraph: hard work paired with unforgettable memories.
Looking Ahead to 2025
We’re already gearing up for another big year. With exciting new product launches, partnerships, and industry initiatives on the horizon, we can’t wait to see what the future holds.
To our customers, partners, and team: Thank you for being part of the SafeGraph journey. Here’s to making 2025 even better!
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