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Consensus pinpoints location as the fast lane to mobile advertising success. As alluring to brick-and-mortar marketers as a consumer’s location is that consumer’s destination, particularly if a brand can influence that endpoint. Crowdsourced traffic app Waze—which maps out turn-by-turn driving directions for iPhone and Android users and added more than one user per second the month after the Apple Maps fiasco—is banking on the latter as it debuts its U.S. ad business today, as previously reported by Adweek.
“We want to make things efficient for our Wazers to find the things they need,” said Di-Ann Eisnor, Waze’s vp of platforms and partnerships.