Around the Net

Beacon Service Claims To Bridge Offline and Online

  • The Drum, Thursday, March 3, 2016 5:56 AM

Advertisers are being promised the ability to bridge the gap between online and offline customer data based on where they are in the real world using beacon data following a tie-up with Opera Mediaworks and Unacast. It's being pitched in as more effective way to retarget ads to people on the move, which until now has primarily be done using less accurate GPS data. Now, data sourced from beacons as someone moves down an aisle or looks at a product in-store is being used to retarget ads.

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