Geolocation

Billboard-measuring Geopath enters the 21st century with new geolocation platform

As those hulking static billboards have been replaced by bright and frequently changing digital signage, the out-of-home (OOH) market has seen a variety of vendors offer a range of platforms and techniques for measuring effectiveness. This week, a 75-year-old nonprofit organization, Geopath, is…

MarTech Today: Geopath’s new geolocation for OOH, the importance of AI in loyalty programs & Urban Airship supports Google Pay tickets

…MarTech Today, Marketing Land and other places across the web. From MarTech Today: Billboard-measuring Geopath enters the 21st century with new geolocation platform May 10, 2018 by Barry Levine Called Insights Suite, it updates the 75-year-old nonprofit organization’s previous methods that employed…

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IAB Europe releases new GDPR consent framework for comment

…collecting and processing their data. Increased control in consenting to data processing, and how the vendors might use the data (including precise geolocation data). About The Author Taylor Peterson Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs…

MarTech Today: Prepping for a cloud/email provider, Amazon controls digital assistant market & more

…2017 Marketer’s Guide To Location Data, AdExchanger Google Now and Play Store broken due to tests for some users, Android Authority Leveraging Geolocation to Reimagine Mobile Engagement, MarTech Advisor Facebook premium TV shows launch and details revealed, Business Insider How to Use Facebook…

Contextual ads are back (again)

…targeting, 44 percent geolocation and 25 percent behavioral. In the UK, contextual is second at 32 percent, with demographic targeting accounting for 36 percent of respondents, although the General Data Protection Regulation (GDPR) may eventually change that weighting. Geolocation and behavioral in…

Media Trust CEO: Most of what happens on your web site is not controlled by you

…properties. This includes cloud-based content management systems, ad platforms, tag management systems, personalization services, analytics vendors, geolocation providers and so on. And those services are calling other services. Olson estimates that perhaps only ten percent of the code that renders…

Mobile Marketer FollowAnalytics Follows The Trend Toward Messaging “Moments”

…Localytics and MixPanel, but “designed for campaigns.” In other words, FollowAnalytics says it can find better moments than the other guys. A geolocation trigger might deliver a “come back” message to you when you walk by a store where you’ve previously redeemed a coupon, the company said, but not…

Perengo launches DSP optimized for recruitment ads

…purpose. After the campaign setup, he said, everything else is automated. The setup includes the job ad text, time and length of placement, geolocation and metrics, with placement available on job boards, in banner ads, via SMS messaging and other channels. Currently, the focus is on blue-collar…

Here’s why GDPR can drive the attitude shift that modern marketing needs

…identifiable information (PII) is more than just your name, street address, email and phone number. It also includes IP addresses, device ID and geolocation, because if you collect enough of those “non-PII” data points, you can pinpoint the person. Abernethy notes that GDPR doesn’t spell out…

Not your father’s billboards: Interactive out-of-home is coming of age

…local data. Some of its displays include a camera that anonymously counts passersby or cars, and there is also an app for smartphones that shares geolocation for tracking in exchange for rewards. And Outfront Media has been using digital displays in a variety of interactive ways, including as large…

Methbot: The beginning of the end for digital ad fraud

…fraud operation to strike digital advertising to date.” Sophisticated measures used by the fraudsters to avoid detection include manipulation of geolocation data, countermeasures against code used by specific ad tech providers to filter out fraud, and exceptional bot imitation of human behavior such…

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Did the data-driven era miss an exit?

…era miss an exit? The modern marketer can use thousands of pieces of consumer information — demographics, purchases, hobbies, social activity, geolocation etc.—but many marketing efforts are still based on the same basic demographics of age, gender and income. The status quo may be considered the…