Summary of the Article
That allows for a better understanding of local media’s own mobile audience, Dean says, “and that gives you higher CPMs for your mobile ads.”.
NEW YORK — Before local media gets too frothed up over beacons as a mobile monetization panacea, Jared Dean would like them to consider some caveats.
Dean, the CTO of app builder StepLeader, says beacons are not a pathway to attribution, the holy grail of marketing. The likelihood of finding users via a palm-sized beacon, showing them a relevant ad and getting them into a store to make a purchase via a coupon or offer served through there smartphone is still remote.
first published: 2015-03-02 17:08:02