Discovery, Exploration Features Open Up Ad Opportunities
Maps and navigation apps have been a central feature on smartphones since the first iPhone, but new advertising options and map integrations have made them more prominent to consumers and accessible to advertisers. Marketers have a range of options for using maps and navigation platforms to promote discovery or a better user experience.
eMarketer’s Yory Wurmser taps Peter Lenz, Dstillery’s Senior Geospatial Analyst, for his expertise on the power of location-based advertising and the importance of data providers having fresh data. “You need to be vetting how good their location data is and how far back they’re looking at it. Seasonality in the location data world is as important a thing as you can get.”
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