In The News

Predictions 2017: Attribution Is Next

By the end of 2016, annual digital ad spending will exceed $72 billion—representing over 36% of total ad spending in the market. While this number has grown exponentially, the ability to determine how effective advertising has been in driving customers...

The Rise Of Data, Consolidation And Privacy

In today’s unpredictable environment, the unconscious belief that the current state’s pace of change will reflect the future state is now more inaccurate than ever. Change is not only constant, but accelerating at a pace that is hard for most...

Attribution as Acquirers Come A-Knocking

Beacons started out as a solution in search of a problem. And now some beacon providers are companies in search of a home. On Monday, mobile ad platform The Mobile Majority acquired geolocation beacon company Gimbal, a spinoff of Qualcomm....

Mobile Beacons’ Second Wave will be all about Data

In the shopper marketing world, 2015 will be remembered as the year that retailers and brands got into the habit of using beacons to engage shoppers in store. But research firm eMarketer expects that in 2016, marketers will discover that...