The technology is coming along, but it remains risky to let a campaign hinge on laser-focused geo-targeting. That’s according to Jesse Plate, Marketing Manager at Vail Resorts.
“Geo-location really let us down,” Plate told attendees of MediaPost’s Programmatic Insider Summit, on Monday. Plate was recalling a $50,000 RFP that his boss thought would be a boon
for everyone involved. Unfortunately, the team later realized that they could only target consumers within half-a-mile of their actual location -- not nearly close enough for the purposes of the
campaign. As a result, the inventory control team informed Plate and his team that they were not going to have anywhere near enough impressions to justify the execution.