Neura and In Loco are launching new efforts to tap the real world for targeting
These startups are pointing to ways in which the Internet of Things, data mashups and predictive inferences are helping marketers move beyond online indicators.
Two companies are expanding ad and content targeting techniques that employ new ways of tapping the real world.
Sunnyvale, California-based Neura and Brazil-based In Loco use different techniques, but both are pointing to how non-web tracking could evolve.
After three years of development and two years of availability only to a selected group of client companies, Neura has launched its Moments to the public.
The idea of “moments” is not uncommon among mobile ad tech companies, such as FollowAnalytics, MediaBrix or MobileFuse, where the emphasis is on positioning “the right message at the right time” within actual real-world activities. An ad for a nearby bar, for instance, might be delivered to a smartphone when location data indicates the user is at a nighttime ballgame in the last inning.