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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.
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