Geolocation

Interviews

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Summer Means Long Road Trips, and Now More Ads in Your Navigation Apps

Jul 27, 2018

Google Maps and Waze recently introduced new advertising products, meaning in-map advertising is now easier to buy for a wider variety of marketers.

Why More Advertisers Have an Eye on Mapping Platforms

Jul 25, 2018

Anasofía Sánchez Juárez, director general of operations and country manager for Waze in Mexico, explains why more brands are considering advertising in map and navigation apps.

The Next Frontier for Advertisers Is in the Car

Jul 25, 2018

Ky Tang, senior director of business development at connected car and advertising solution provider Telenav, discusses the possibilities connected cars create for advertisers.

Location Intelligence Roundup

Jul 11, 2018

Consumers have become more comfortable sharing location details, but they’re also more choosey about when they share. At the same time, marketers have a better understanding of how to use location data and which data to avoid. eMarketer has curated this Roundup of articles, insights and interviews to help you dig into location intelligence.

Many Marketers Look to Location Data to Plan Their Efforts

Jun 21, 2018

Nearly three-quarters of marketers in North America said that knowing how customers spend time in the real world helps inform their future marketing efforts.

Why Location-Based Augmented Reality Still Hasn't Taken Off

Jun 21, 2018

Ryan Chapman, co-founder and CEO of Motive.io, talks about the state of augmented reality in the aftermath of Pokémon Go's success, the most popular use cases for brands and what's next.

How Retailers Use Location Data Beyond Real-Time Targeting

Jun 21, 2018

Nadya Kohl, executive vice president of business development and marketing at location data platform PlaceIQ, explores the shift in the way retailers use location data.

What's Still Holding Marketers Back from the 360-Degree Customer View

Jun 04, 2018

Despite the present challenges, it's possible to use mobile data to get an all-encompassing view of the customer journey, and target and measure campaigns accordingly in order to get a jump on the competition—but it's a complex undertaking.

What's Improving Online-to-Offline Capabilities?

May 17, 2018

With smartphones ubiquitous, marketers have new ways of linking online advertising with offline actions. This enhanced online-to-offline (O2O) view exposes a broader swath of the path to purchase and more accurately reveals advertising effectiveness.

How Brands Link Offline Activity to Mid-Funnel Customer Engagement

May 17, 2018

Ashwin Navin, co-founder and CEO of Samba TV, explains what forms of data are critical for fleshing out mid-funnel engagement.

In the Race to Digital, Don't Lose Sight of Powerful Offline Insights

May 15, 2018

Mark Coffey, senior vice president of strategic partnerships at GasBuddy, discusses how location data can repair the disconnect between consumers' online and offline journey.