Marketers have long envisioned a world where millions of people walking by a Starbucks store on a hot day are served an offer for an ice-cold coffee while browsing a website on their smartphone. That scenario, by and large, hasn’t worked out for brands so far due to complexities in ad targeting, challenges around reaching a sizable audience and questions about the accuracy of the location-based firms’ data that relies on bits of information pumped through technology platforms.
Click for more from this issue
This story first appeared in the Sept. 25, 2017, issue of Adweek magazine. Click here to subscribe.
