Over-Reliance on the Bidstream Is Failing Retailers Looking to Make the Most of Location-Based Advertising

Today, using location data as part of ad campaigns is the norm for most retailers – and for good reason. Not only does it enable them to build location-informed audiences, but also to target consumers with the right message, at the right location, and the right time, as well as to measure the effectiveness of their advertising at driving consumers in-store. In this piece for RetailTechNews, Mark Slade, CEO, Location Sciences, explains that, despite this, we are acutely aware that […]