Location-based marketing, advertising & commerce predictions from around the industry
Standardization of Location Data
Ran Ben-Yair, Ubimo CEO
2017 was a landmark year from a standardization perspective and probably the best indications that location intelligence is here to stay. Additionally, we saw better regulations and user friendly initiatives being adopted by different players in the ecosystem. Despite the highly anticipated IOS11 change to the blue bar which would have given Apple users more control of their data was ultimately not implemented, it still served as a strong indication on where the industry is heading. Android Vital (toolkit for developers) has implemented more standards around battery saving guidelines that have pushed the industry to become more mindful on when to call the operating systems location services for data. In addition, the MRC and IAB became more assertive in sharing best practices, which will probably lead next year to a MRC accreditation process for the collection of location data. I will not be surprised if we will also see MOAT/IAS/DoubleVerify rolling out some sort of verification and measurement solutions for location data. As high-quality data becomes more commoditized and democratized there will be more focus on the tools that will allow marketers and mainly retailers to use this data as core components of their entire marketing strategies from planning to engagement to performance measurement.
The Rise of the Location Data Platforms & More Real-Time Location Intelligence Use Cases
Gilad Amitai, Ubimo COO
Next year, we will see the rise of the platforms and a shift from selling data as a service (DaaS) to selling tools and platforms on SaaS models that will empower marketers to leverage the unique insights that location technology and data offers. This will mainly be adopted for non-direct advertising purposes such as retail analytics, customer journey analysis and other predictive models that will aim to help marketers to better understand their customers. We will also see an acceleration in the usage of real time location intelligence technology and data outside of MarTech in areas such as real-estate, city planning and social studies.
See all 60+ expert predictions from around the local marketing ecosystem on TheLSA.org