Local content and ad delivery continue to get smarter with more context around people, places and how they’re connected, says Michael Boland of BIA/Kelsey.
With smartphone penetration breaking the 50 percent barrier, there is an explosion in geo-data, and various alternatives are emerging to make sense of it.
One approach getting traction is to combine location data with “Big Data” on users (demographic, behaviorial, historical) and contextual data to help marketers extract more useful information. Examples are Localeze, Sense Networks, PlaceIQ, Placed, Locu, Factual, Urban Mapping, and mobile local ad networks xAd, WHEREads, JiWire.
Read more here. Are there other approaches possible? A topic for another day…
October 22 update: Mike Boland provides an update on the some of the players here.