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The rise of smartphones has created a wealth of location data that marketers on both the buy- and sell-side are desperate to capitalize on. But is location really more than just another targeting mechanism for mobile advertising? That was the question posed to a Street Fight Summit panel Tuesday moderated by Beeby Clark + Meyler senior analyst James Mullany.
… marketing spending has in the brick-and-mortar stores of the offline world. Michael Lieberman is chief executive North America at Joule, the global mobile practice at marketing megalith WPP. The firm, which spun out of WPP’s Out-of-home agency Kinetic in 2009, has worked with Unilever, Paramount Pictures and AT&T, among others. Street Fight caught…