Any discussion about the future of location-based advertising is incomplete without an examination of privacy. Following the Congressional rollback of restrictions on ISPs’ ability to collect and sell consumer data without permission, the issue of internet privacy is once again front and center. Beyond this, the US and Europe are heading in opposite directions on…
In a span of two weeks, Google, Facebook and Twitter (in that order) have introduced new location “services.” Behind the consumer facing appeal for these new services is an understanding by these platforms that location is a critical piece of data that is increasingly in demand by advertisers big and small. This interest in location…
This week the Media Rating Council (MRC) released a 45-page “Location-Based Advertising Measurement Guidelines” document that seeks to offer best practices for the use of location data by developers, advertising companies and platforms. The market has matured to the point where such standards are arguably necessary. Publishers and ad platforms want to exploit location to…
Location continues to capture headlines. For multi-location brands, many have come to understand the value of localization and targeting. The new data shows just how much spend is actually going to these efforts. In a survey of “500 marketing decision makers,” 25% of marketing budgets are spent on location-based marketing and over 50% of brands…
Bluetooth beacons. Apple iBeacons. Google Eddystone beacons. Beacons are the proximity marketing technology that will push the right advertisement to the right customer at the right time. Right? For nearly four years now, we in the industry have been bombarded with beacons, both figuratively and literally. I say literally because beacons are constantly transmitting Bluetooth…
There’s lots of talk about location these days. Headlines from trade publications are littered with references to “location” or “location-based.” Most of these articles only tell part of the story. It’s the same with conferences. Location has made it on to the agendas of a lot of events; however these discussions often just scratch the…
Ad targeting remains the most common use of location data, but a number of other popular uses of this data have emerged. Specifically, more marketers are realizing the potential of location data for insights and intelligence, measuring ad effectiveness and attribution. According to a new survey of marketers and agencies, 67% used location data in…
The historic World Series win for the Chicago Cubs is big news nationally, but even more so for the Chicago area and Illinois as a whole. SIM Partners, a Chicago-based provider of marketing technology for multi-location businesses and new LSA member, is excited about the win as fans, but also as location-based marketers. The company’s…
There are a number of moving pieces as it relates to the location data and tech space. Mobile service providers, mobile OS platforms, location tech providers, existing tech infrastructure, the storefront and the consumer all have an important role in how location intelligence is derived, understood and subsequently acted upon. Traditionally, one of the major…
At the 2016 Place Conference, Google’s Chandu Thota said that pure location data accuracy – simple lat-long coordinates – is overrated. The argument was that understanding the environment of a place is more important as it allows for the delivery of information that is contextually relevant and therefore more useful. While the logic is hard to…
