Spatial data is the next frontier in personalisation

By Lawrence Dodds, Planning Manager

Spatial data collected in the home opens up big possibilities for advertisers, provided they respect consumers’ privacy, argues UM’s Lawrence Dodds

Our homes are finally getting more connected. What was once a folly for tech geeks and early adopters, an increasing amount of households across the globe are now incorporating smart speakers, fridges, TVs and various other devices into their homes. As our houses and the devices we use get more aware, the amount of data, which gadgets use to perform a useful service, grows, and the possibilities of what we can do as advertisers and brands expands.

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