All that data coming from wearables like fitness trackers and smartwatches now has a place to go and, more precisely, it has a way to get there. A Mondelez International brand is partnering with Strap, an IoT-focused startup, to leverage wearable data for brand marketing. I've been tracking the Cincinnati startup for some time and now it has teamed with a major brand to take it into the marketplace.

The Internet of Things (IoT) isn't going to arrive one day with a big bang. Rather, it's evolving through the introduction of many small connected things. That is, at least in the case of what matters to brands, agencies and marketers.