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»beacons

Beacons Are Still Trying To Find Their Place

Although the industry is settling on a few practical uses for beacons, primarily as a helpmate for attribution, they’re just one marketing data point among many – a tactic. “Beacons are only one piece of the equation, a component of a larger effort,” said Chris Cunningham, CRO of proximity and location data aggregator Unacast. “There are... Continue reading »
by Allison Schiff // October 17th, 2017 //
»
Beacon Companies Pivot Toward Attribution As Acquirers Come A-Knocking

Beacons started out as a solution in search of a problem. And now some beacon providers are companies in search of a home. On Monday, mobile ad platform The Mobile Majority acquired geolocation beacon company Gimbal, a spinoff of Qualcomm. In June, location data company Verve Mobile bought beacon provider Roximity almost exactly one year... Continue reading »
by Allison Schiff // December 5th, 2016 //
»
Unacast Raises $5M In Bid To Link Up The World’s Beacons

Location data newbie Unacast is looking to help mature the still nascent beacon market. The Norwegian startup, which aggregates beacon and sensor data across proximity solution providers, announced its $5 million Series A on Tuesday led by Open Ocean Capital and Investinor, bringing the company’s total funding to $6.6 million. Unacast will double its headcount... Continue reading »
by Allison Schiff // May 17th, 2016 //
»
Location Data Newcomer Unacast Hooks IronSource Alum Chris Cunningham As CRO

The promise of location data is one thing. The undeniable issues around scale and inaccuracy that come along with it are another. “No one disputes that the accuracy and quality of physical data is way below average,” said mobile tech vet Chris Cunningham, who on Wednesday took the reins as CRO of beacon and proximity... Continue reading »
by Allison Schiff // April 7th, 2016 //
»
Beacons Beckon – But Privacy Is Still A Question Mark

Brands are experimenting with proximity marketing, but consumers aren’t always willing to give up their location data. As Pew noted in a recent study on privacy and information sharing: “Location data seems especially precious in the age of the smartphone.” Spam, the risk of data breaches, overdone customer profiling and data being collected for one... Continue reading »
by Allison Schiff // January 21st, 2016 //
»
As Brands Get More Comfortable With Beacons, Best Practices Begin To Emerge

The same rules in life apply to beacon advertising programs: Don’t be annoying or people are going to leave the party. “You’d just delete the app if you got seven push notifications in one place,” said Rachel Pasqua, practice lead for mobile and emerging technology at MEC Global, North America. “We’re speaking as an agent... Continue reading »
by Allison Schiff // October 21st, 2015 //
»
Shopper Behavior Begins In-Store – But Brick-And-Mortars Need Tech To Harness It

A few years ago, industry observers wondered if retailers would survive in the face of ecommerce competition. Now it’s become apparent that brick-and-mortar companies have not only weathered the storm, they’ve emerged as a kind technology platform for vendors to build on. But despite numerous startups catering to retailers, there aren’t any major players like... Continue reading »
by James Hercher // July 8th, 2015 //
»
Why Live Nation Thinks Programmatic Can Take Over The Concert And Festival Scene

A year after embracing programmatic technology, Live Nation is planning another major expansion of its ad tech capabilities, this time by connecting its many online and offline properties into a holistic marketing platform. With its “Fan Connect programmatic platform,” the entertainment company is continuing its evolution into a “digital publisher” – not in the sense... Continue reading »
by James Hercher // July 7th, 2015 //
»
Using Location To Turn A Browser Into A Buyer

Driving foot traffic is retail vet Julie Bernard’s passion. “That’s what converts the casual window shopper into a loyal customer,” said Bernard, who took the reins as CMO of location-based mobile ad platform Verve Mobile on Monday after more than seven years at Macy’s in several exec roles, most recently as SVP of customer strategy,... Continue reading »
by Allison Schiff // June 24th, 2015 //
»
Location Spurs Innovation At GameStop

GameStop isn’t playing around when it comes to omnichannel, and here’s why. Roughly 60% of GameStop’s customers first engage with the video game retailer online. Of that number, 26% show up at one of its more than 6,600 brick-and-mortar stores within 48 hours and make a purchase. About 40% of its traffic comes from mobile.... Continue reading »
by Allison Schiff // June 10th, 2015 //
»
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