California-based Neura and Brazil-based In Loco are expanding ad and content targeting techniques that employ new ways of tapping the real world, and both are using different techniques. Even then, they are both pointing to how non-web tracking could evolve.
After three years of development and two years of availability to a select 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.