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Marketing & Advertising News

Tamoco’s Accurate US Segments Available In LiveRamp & Adsquare

Are location-based segments the answer for marketer’s identity crisis?

For marketers, the cookie is an essential way of understanding consumers, their interests, and how best to deliver them relevant and engaging content and ads. Whatever happens with the cookie, many marketers have agreed that moving towards people-based marketing is a direction that the industry is well advised to take.

That’s why at Tamoco, we’re focused on supporting a marketer’s ability to be better at people-based marketing. We believe that device location can help build distinct audience segments based on real-world locations that drive results.

Tamoco has been in the location space for a while now. We started by using beacons and other sensors to deliver push notifications to users. A lot has changed since those days, but we feel that there’s still a lot that needs to be done for marketers.

The power of location-based targeting has been proven, but we think we’ve built something that gives marketers better certainty when using location-based segments.

For us, this all comes down to accuracy. For consumers, there’s nothing worse than a lack of relevance in their advertising. We noticed that much of the location data that was being used to target consumers was simply inaccurate.

That’s why we built our visits product. It takes multiple device signals (such as movement type, acceleration, and altitude) over numerous data points to measure visits to real-world locations more accurately. Marketers can now be sure that the person they are targeting with their ads spent time inside a retail location, rather than just walked past.

But the best part for marketers is that we’re integrating this all directly into LiveRamp and Adsquare.

With Tamoco’s segments, marketers can accurately target consumers based on their behavior in the offline world. Tamoco offers hundreds of unique audiences, based on a detailed analysis of visits to real-world locations and points of interest. These segments run across multiple industries, from retail stores to restaurants, entertainment venues, and travel locations.

 

How to access Tamoco segments from within LiveRamp

Tamoco’s location based segments are available through the LiveRamp platform. Activate these segments today to target people and provide a better advertising experience for consumers.

Tamoco makes 70 pre-build segments available in the data store; these are split by POI category and refreshed monthly.

Our off the shelf segments can be found by following Tamoco > US > Location data > Verified visits > Month Year > Segment name. E.g. Tamoco > US > Location data > Verified visits > Month Year > QSR

Tamoco off the shelf segments are also automatically pushed to DV360 and available through their marketplace.

We can build custom segments (based on more tailored POI categories, brands, locations, smaller time windows) and push these to 198 Liveramp data partners; including Adobe Advertising Cloud, Amazon, Amobee, Facebook, Hulu, MediaMath, Roku, theTradeDesk, Verizon and Xandr.

For customized options, please get in touch here.

 

How to access from within Adsquare

Tamoco’s location based segments are available through the Adsquare platform. Activate these segments today to target people and provide a better advertising experience for consumers.

Tamoco makes pre-build segments and audience profiles available in Adsquare and these are also pushed to all public marketplaces; these are split by POI category and refreshed monthly.

Our off the shelf segments can be found by searching for Tamoco in the Adsquare platform or in any marketplace you use.

We can build custom segments (based on more tailored POI categories, brands, locations, smaller time windows) and push these to any of the social media platforms integrated with Adsquare including Adobe Advertising Cloud, ApNexus, Facebook, MediaMath, theTradeDesk, amongst others.

For customized options, please get in touch here.

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Tamoco Data Used To Identify Areas Most Vulnerable To COVID-19

A report based on a geospatial analysis conducted by researchers from the Universidad Carlos III de Madrid (UC3M) in collaboration with TAPTAP Digital, using additional data from Predicio and Tamoco, identifies the areas in Spain that require increased measures of protection against new outbreaks of the COVID19 epidemics.

Based on their population density, Madrid and Barcelona are the Spanish cities with an increased risk of infection; however, when considering other variables, such as the rates of the at-risk population and, in particular, coverage of critical points of interest (such as hospitals, pharmacies or supermarkets), the areas requiring additional measures of protection, in particular contexts, can be identified.

The most vulnerable areas, according to the proportional concentration of at-risk groups, are Castellón, Cantabria and Gipuzkoa. Likewise, Toledo, Segovia, Salamanca, and Navarre are the areas which have the least hospital coverage in relation to their vulnerable population, according to the conclusions of the study.

“The analysis of indicators which affect the evolution of the virus or risk in a particular geographic area in isolation could lead to incorrect conclusions or biased assessments. The multi-variable rates provide a more comprehensive analysis,” the report says.

Extracting multi-variable rates facilitates a broader analysis of the evolving behavior of the COVID-19 pandemic based on several factors such as, the area, the population’s mobility or possible propagation of the virus in relation to the phased recovery of commercial and industrial activity, for example.

 

From 25 km to 5 km a day during isolation

At a national level, the population’s mobility decreased from 25 to 5 kilometers per person per day during the isolation period, a decrease of approximately 80%. In addition, the study finds that the restriction of all non-essential activity began to significantly affect mobility about 5 days later.

“These results can help institutions and the community analyze various indicators and better understand the COVID19 pandemic,” says one of the report’s authors, Rubén Cuevas, a professor at the UC3M’s Telematics Engineering Department. This research has been carried out as part of the TAPTAP Digital-UC3M Chair.

“Before the COVID-19 pandemic, we were able to use our geospatial engine, called Sonata Location Intelligence (LI), to gain an understanding of the population’s mobility, demographic significance and interactions with points of interest or essential services, such as hospitals, pharmacies or supermarkets, during the isolation period,” says Álvaro Mayol, partner and chief product and technology officer at TAPTAP Digital.

This tool enables additional analyzes with regard to other issues related to COVID-19. “Because the data provided by TAPTAP, Predicio, and Tamoco is global, we are now working on a scientific article which compares population mobility patterns in different countries,” says Rubén Cuevas.

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Tamoco’s Full Response To Questions On Articles Published In NRK

In recent weeks, Norway’s state broadcaster, “NRK” has published a number of stories around a geo-location dataset they purchased from Tamoco in November 2019. NRK told us repeatedly this data would be used for urban planning – to understand the “correlation between peoples movement patterns and the public transit/urban planning developments being performed by local and national entities”. We double-checked this with NRK before selling them the data but NRK had no intention of ever using the data for this purpose.

Instead, this data was used to present a number of misleading claims about how we operate and to present and share opinions that present a very limited and unbalanced view of how location data is used and what Tamoco’s role is within this space. We have always been fully transparent on the industry and how we work. We were shocked that a reputable news organisation would need to use deception when we have openly discussed what we do with major media outlets many, many times. In the interests of full transparency, we have published, in full, the answers to questions we have received. Our aim is to be allow people to make up their own minds based on the full picture. Most of media reports on this – using old-school “gotcha” journalism – present only one side of the story. This is unfair to all parties – most of all viewers and readers.

Tamoco has been in contact with both NRK in Norway and DR in Denmark but is publishing its full, unedited response to the questions raised on these claims:

 

NRK: The Norwegian Consumer Council says that the data sold by Tamoco is “without doubt” obtained illegally due to the lack of informed consent. The organization explicitly mentions that consumers cannot know to whom their personal data is shared when consenting. How do you respond to these claims?

Tamoco: This isn’t true. We source data directly from app publishers, their partners, or SDK’s integrated into apps. They’re required to provide explicit consent from their users. Consents are managed by those publishers who provide assurances that they comply with relevant laws and regulations.

 

NRK: What precautions have you made to ensure that personal data is not misused?

Tamoco: Tamoco uses standard mobile advertising identifiers IDFA (Android) or AAID (Apple), but it’s critical to understand these DO NOT identify individuals – only a device. Identifiers can easily be changed (in phone settings), meaning they’re not fixed to an individual.

We vet customers carefully demanding information on where data is used. We sell data on a legitimate basis for a bonafide purpose. We do so in good faith that the buyer will respect laws and regulations. NRK was deceptive in pretending it was using our data for urban planning. When we challenged NRK over its use, it provided fake maps. In our view, NRK has breached its own code of ethics because the way Tamoco works is already widely in the public domain. NRK did not need to use deception.

NRK contravened the way in which the data was meant to be used, and the reality is many large anonymized datasets sold by major firms like Uber, Strava, or TomTom can be taken apart and engineered in precisely the same way.

 

NRK: Tamoco lists products and services using location data for purposes other than those mentioned in Tamoco’s privacy policy? Why are these purposes not mentioned in your privacy policy?

Tamoco: Although nothing requires them to match, our privacy policy is very clear:

“We analyze, segment, and categorize the data provided by our customers, clients, and partners for the purposes of providing accurate and relevant content and advertising across devices and to analyze the effectiveness of these advertising campaigns. The data is also used to provide relevant advertising to mobile devices.”

We’ve always been fully transparent. We use location data for various functions across statistical analysis, research, and machine learning on top of personalized advertising. Again, it’s important that people understand that many critical functions in our lives depend on large datasets being analyzed – such as urban planning.

We welcome feedback to help improve the clarity of our privacy policy and are happy to update it. To go further, we are undertaking an internal review of our policies to ensure they can be as clear as possible. For the avoidance of doubt, nothing about the way Tamoco uses the data is unusual, illegal, or unique. There are many companies, such as Foursquare, Unacast, and Fysical, that all use similar data for similar products and services.

In respect of this particular story, most phone users understand how location services in apps work. We agree there’s a debate to be had around whether all apps are clear on permissions, but many NRK viewers will ask why any working in the armed forces did not think twice about using apps that clearly use location data.

 

NRK: The Norwegian Data Protection Authority is opening an investigation into Tamoco. They seek to work together with the UK Data Protection Authority (ICO). What is your comment?

Tamoco: We’ve launched our own internal investigation into data provided to us and will comply fully with any external investigations from Norwegian or British regulators. We have also been very open with the media around what we do.

 

NRK: In response to NRK’s first article, Tobias Judin of the Norwegian Data Protection Authority described the sale of Norwegians location data as a “very severe” matter. How do you respond to this characterization?

Tamoco: Let’s be clear – NRK obtained data from us by deception, then decompiled and decrypted it for an illegal use. This is a very severe matter, but like any intermediary, while it’s fair to hold us to account for doing everything possible to ensure the quality of the product we sell, we sit between the party supplying data and the party using it. If the user is doing illegal things beyond our control, then it’s unfair to blame us if there are no reasonable steps we could have taken.

We employ our best efforts to ensure compliance with regulations as much as possible, however balanced reporting must consider the role of those parties who collect data and those who take it from us to use. NRK viewers may question why a national broadcaster used deception where it could have walked through the front door and asked questions.

We do take data privacy seriously, but the regulation and enforcement of these rules must be omnipresent for things to work as intended. While it makes things easier for the media, you cannot merely apply rules to one party.

 

NRK: The Minister of Regional Development and Digitalisation in Norway, Linda Hofstad Helleland, says that the sale of location data is ethically unacceptable. How do you respond to this claim?

Tamoco: Location data, like any other data set, has the possibility to be misused by bad actors, but has perfectly legitimate and ethically positive use cases which unfortunately go unreported by the media.

Dissemination, decoupling, or decryption of this data is indeed unacceptable and is not a process Tamoco has or ever will employ. NRK felt that for the purposes of their investigation, they would themselves commit an ethically unacceptable act, including breaching their own journalistic code of ethics to prove a point that no responsible company in the industry would do. NRK used deceptive tactics to obtain data for a legitimate use case they actually had no intent of pursuing. It did this to create a story around their own misuse of data and it has attempted to give the impression they were able to ‘trick’ Tamoco – a company that has spoken publicly about its business and products for several years.

It is also very important to distinguish between location data types. We agree that there is limited rationale for persistent and invasive tracking; receiving 10,000 location points from a phone per day is excessive and unnecessary in 98% of use cases. It is also not something that Tamoco uses. However, measuring important points in a journey such as a visit to a shop or when someone starts or stops a journey is necessary, and some would argue essential in the pursuit of building better products and services. In this regard, location data is an accurate and powerful signal for advertisers, researchers, analysts, and more as an aggregated data set. It helps with such a wide range of applications from city planning to contact tracing, advertising to analytics.

 

NRK: Based on data from Tamoco and open sources like Facebook, NRK could identify several individuals, amongst them military personnel. What do you think about that?

Tamoco: The data is not able to, on its own, identify any individual person, nor should it be reverse engineered or decrypted in the pursuit of this kind of use. We work with firms around the world and focus on measuring data around consumer “points of interest” such as shops, attractions, and destinations. We do not store any sensitive or restricted places in our database and thus do not measure these places, meaning that anyone who had access to the data would have to misuse it and combine it with other data sources, in order to expose any potential correlations around these locations.

Tamoco takes privacy concerns very seriously and is committed to working to ensure that consumers can control their data. We have launched an internal audit into our data providers and the way in which this data has been used, and will not hesitate to immediately end relationships with any providers who have failed to comply with all appropriate regulation and legislation.  

Tamoco is happy to work with any data protection organization that has concerns about how data may be used and we welcome any recommendations to improve processes. 

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COVID-19 – Free And Open Data To Assist In The Coronavirus Response

The global outbreak of Coronavirus or COVID-19 has been unprecedented in the effect it has had on individuals, businesses, and governments around the globe.

As the virus has spread, the ways that we are interacting with each other has changed. As governments have implemented guidance for citizens to remain at home, the question has shifted towards what this means for businesses as individuals remain indoors for the foreseeable future.

Another big issue for governments and response planners is how they implement this advice. Are guidelines being followed? What is the impact of these guidelines and is it having an effect on the transmission of the virus.

These are all questions that we think our anonymized data set can help to solve. By understanding how citizens are moving and behaving on an aggregated and macro-level, it’s possible to provide insights to help inform those that need these insights to keep the population as safe as possible.

That’s why we’re making our dataset freely available in many cases where it can have a positive impact on reducing the spread of the virus or where it can provide significant assistance in responding to the spread of COVID-19.

We’d firstly like to illustrate some specific use cases where our data can be of use for a coronavirus response. We encourage those that require free and rapid access to the data to follow the form at the end of this article.

 

Using location data as a tool in the response to COVID-19

Understanding busy locations as areas to avoid

Device movement data can help provide insights into areas that are currently experiencing high amounts of social activity. Identifying large gatherings of people can help to give up to date advice to citizens of areas to avoid.

It can also assist responders in dispersing people from areas where large amounts of people are gathering and risk rapidly spreading the virus. A good example of which is the increased number of visits to London’s parks during weekends. 

 

Understanding how the virus is spreading in new areas

Overlaying positive test cases with historical locations can help to understand hotspots and how the virus initially spreads throughout new and existing regions. 

For example, in areas where the virus is in the infancy of spreading. Understanding all the people who may have been exposed and requesting that they self isolate can have a considerable impact on delaying the spread.

Data can also be at the forefront of a proactive response to the spread of COVID-19. For example, by identifying hotspots and areas where the virus is known to have spread, data can help to identify other devices that have exhibited similar behavior.

 

Understanding the impact on businesses and coordinating financial aid to those who need it

Over the coming weeks and months, it’s unavoidable that businesses of all kinds will be hit by the impact of people remaining at home and the forced closure of physical stores and retail locations.

For these businesses, it’s crucial to quantify the effect that these factors are having on businesses. For governments, understanding the impact that the fall in footfall is having can help to direct financial aid to the right place in any potential recovery effort.

 

Next steps

It’s important to note that any effort to use this data will exist along with the robust privacy processes that all of our customers are expected to adhere by. Tamoco has built-in protections to ensure that any data can’t be reverse engineered to track individuals. All data requires opt-in, is anonymized and aggregated to ensure these protections are respected.

As we mentioned at the top of this post, for cases where our data can be used to assist in response to the spread of COVID-19, we are allowing free access to our aggregated and anonymized dataset.

To get set up, we ask that you complete the following form so that we can coordinate.

 

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GeoSpock & Tamoco partner to scale location data insights

A new partnership is bringing together powerful data visualisation and data-driven business intelligence to give companies an unprecedented understanding into the offline world.

GeoSpock’s extensive and unique toolset processes data at speed and scale. This enables clients to understand in the moment how customers behave and interact with their businesses. Tamoco’s powerful data provides insights that link online to offline, with GeoSpock’s platform packaging these insights into tangible and actionable visualisations.

The partnership will provide a solution that allows clients to make faster, data-driven decisions about how consumers move and behave in the real-world, which is often an unknown for businesses. GeoSpock provides a platform that can process Tamoco’s location data and help businesses act on this in real-time.

This solution carries huge potential across multiple disciplines – from the marketing and advertising space, through to supply chain efficiency, city planning, finance, and business intelligence. Connecting and visualising the link between the online and offline worlds will provide clients with a powerful toolkit to place data at the centre of the decision making process.

Through the use of GeoSpock’s product suite, Tamoco’s data will feed into infin8™ – the extreme-scale indexing engine – and illumin8™ ­­­­­– the visualisation and analytics tool, which extracts incomparable geospatial insight from data in less than a second.

GeoSpock is fast establishing itself as the de facto processing engine that can provide insights in a tangible way for businesses that require data to fuel their operations. The partnership, therefore, demonstrates Tamoco’s increasing commitment to sourcing precise, sensor-driven mobile location data. Together with its fast-growing user base of over 100 million users, Tamoco is demonstrating the every-day applications for location data.

Partnerships such as this create cases for real-world, global scenarios, which can be scaled to meet evolving business needs – this includes working with companies looking to derive meaningful insight from extreme data across the smart city, automotive, retail, media, telecoms, and mobility sectors.

Rune Bromer, CEO at Tamoco, comments: “This partnership shows that the demand for accurate, sensor-driven location data is growing. With this rise in demand, businesses need a solution that can help them to act on the intelligence that location data can provide. GeoSpock is a company clearly leading in its field and provides our clients with a powerful tool to help visualise and learn what affects businesses in both the online and offline worlds.

Richard Baker, CEO at GeoSpock, comments: “As the world’s largest proximity network, Tamoco is a company with its finger on the pulse of innovation and we are delighted to be working with them. Its sensor-driven data sets have helped businesses build better products. This is extremely impressive and its focus on data privacy aligns with GeoSpock’s own values. We look forward to helping Tamoco to further its success in the mobile intelligence industry through the use of GeoSpock’s full analytics toolset.

About Tamoco

Tamoco makes accurate and secure data accessible for all. Their global network provides businesses, organisations, brands, and developers access to the leading source of precise, real-time location data and enable businesses to build better products, understand audiences, and make better business decisions through the use of powerful mobile device data. For more information: www.tamoco.com.

About GeoSpock

GeoSpock® provides analytics, builds insight, and enables prediction across space and time. Their proprietary data integration platform visualises extreme amounts of contextual data in milliseconds. Its architecture has the ability to analyse trillions of geospatial and temporal data points in sub-second response time with its high performance, cloud-based services  infin8™, illumin8™, and extrapol8™.

Conceived by Dr Steve Marsh while reading for his PhD in Computer Science at Cambridge University and founded as a business in 2013, GeoSpock is the future of big data management, providing extreme-scale, high volume-ingest, ease of use, and interactive results.

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Talon boosts Ada’s capabilities through Tamoco partnership

Talon continues to invest in proprietary data management platform, Ada, boosting the platform’s capabilities through a partnership with Tamoco, a sensor-driven location data network. 

The partnership follows Ada’s continued success in helping advertisers to accurately target OOH campaigns on actual observed behaviours, delivering clear return on investment. Managing and activating billions of audience and location data points, Ada generates intelligence about people’s real and recent behaviours, including how they travel, the OOH inventory they engage with and the actions they take afterwards.

Tamoco’s first-party dataset will be available within Ada to support advertisers to accurately measure exposure around OOH inventory. The growth of the Ada platform demonstrates what can be achieved in the OOH space with more precise data and powerful data management tools.

Building on the platform’s existing capabilities, Tamoco are able to provide the same privacy compliant, high quality raw location data, as other trusted providers. The partnership will help to expand Ada’s breadth and depth of location data across the UK, providing advertisers with a deeper understanding of how people live, work and travel.

Barry Cupples, Group CEO at Talon, commented, “Our partnership with Tamoco reflects our continued investment in Ada. The demand for accurate, in depth understanding of audiences is growing and using Ada we are able to actively demonstrate not only how audiences behave but how best to target them efficiently, providing a clear impact on advertisers bottom line.”

Jonathan Conway, Chief Strategy Officer at Talon, added, “This partnership is strategically important for Ada. By working with large amounts of high quality, privacy compliant data, we are able to simplify the way advertisers access critical campaign planning and performance information. It enables us to continuously improve the platform and leverage deeper insights for more OOH campaigns.”

Daniel Angel, CEO at Tamoco continued, “Working with Talon allows advertisers to access detailed location data to attribute and validate their campaigns. The OOH space is evolving quickly and it’s important that data management platforms, such as Ada, continue to support datasets that focus on privacy compliance and accuracy so that advertisers can get a clearer picture of how their OOH advertising works.”

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Tamoco & Audiens Bring Location Segmentation To Ad Platforms

Tamoco announces new partnership with Audiens to deliver precise location-based segments in leading ad serving platforms

  • Tamoco’s location segments will become instantly available in leading marketplaces.
  • Partnership will help advertisers target consumers more effectively through precise location-based services.
  • Partnership will make it easier for advertisers to access Tamoco’s location data through platforms such as The Trade Desk, Adobe or Facebook.

Tamoco, the world’s largest proximity network, has today announced a new partnership with Audiens, the worlds easiest to use customer data platform (CDP). The partnership allows advertisers to gain more precise insight into their audience members through their existing ad-serving solutions.

This partnership makes Tamoco’s location segments instantly available in leading platforms such as DoubleClick, AppNexus and Adform. It also makes it easier for advertisers to access Tamoco’s location data through platforms such as The Trade Desk, Adobe and Facebook.

Tamoco have 1 billion proximity sensors worldwide, collecting data on over 100 million devices, with more than 4 million MAUs in the UK. The product enables businesses to build better products, understand audiences and make better business decisions by using powerful mobile device data. Testament to the success of the product, Tamoco has previously worked on projects with industry giants including Uber, Heineken and The Coca-Cola Company.

“What this partnership represents is an opportunity for brands to understand their target audience’s habits and movements with greater accuracy than ever before.” Founder and Executive Chairman of Tamoco Sam Amrani said. “We’re thrilled to be working with Audiens and we’re really passionate about the difference that this partnership will bring to the industry and to our clients.”

As a result of the partnership, advertisers can now reduce campaign wastage and target consumers effectively by using more precise location-based audiences.

“The move will allow savvy brands and agencies to more accurately fine-tune their campaigns based on how consumers behave in the offline world,” Amrani said. “This creates more specific and customizable segments which can be used to further personalize advertising.”

The Audiens CDP unifies complex data across websites, apps, in stores, CMSs, CRMs and other data sources. It builds meaningful audience segments and conveys easily-understandable insights, specific to the marketing needs of a business and brand.

“Our clients demand the very best in location data and the partnership with Tamoco ensures we can deliver accurate, relevant and scalable location segments,” said Marko Maras, CEO, Audiens. “It adds another premium partner to our data marketplace, enabling our customer data platform to reach new global markets”.


 

About Tamoco:

Tamoco is making powerful location data accessible for all. Its global network provides businesses, organizations, brands, developers access to the leading source of precise, real-time location data. Tamoco is enabling businesses to build better products, understand audiences and make better business decisions by using powerful mobile device data.

 

About Audiens:

Audiens is a Customer Data Platform (CDP) that creates a persistent and unified customer database to improve the performance of advertising campaigns. Customers’ data can be onboarded from multiple sources (website, mobile app, CRM), normalized, and combined to create advanced audience segmentation. This structured data is then pushed to the most popular digital customer acquisition channels and marketing networks. Audiens makes it very easy for marketers to activate customer segments privately, or share them with other advertisers for data monetization.

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Apple Special Event – Support For NFC Without Third Party Apps Is Huge

 

Hidden away in the countless announcements during the latest Apple special event was some news in relation to NFC.

Apple has already declared support for third-party application to read NFC technology. But these latest announcements offers support that is more closely aligned with iOS.

Users were previously required to launch a third party app to read NFC tags. The latest Apple NFC update means that new models will be able to read tags in the background. This allows users to simply walk up to an NFC tag, wake the screen and the device will read the tag.

This will materialise in the form of a notification on the home screen, or in the feed if the phone is unlocked. Tapping this notification will automatically take the user to the correct app for the NFC function. This provides a simpler way for those who struggled to understand how to use NFC to get the most from the technology.

 

What does Apple’s latest NFC update mean?

At Tamoco we’ve always taken a sensor agnostic approach when deciding which proximity sensors to support on our network. Tamoco’s long-term support for multiple proximity sensors is further validated by the announcement.

The ways that consumers interact with the physical world is always changing. By supporting multiple sensor types Tamoco provides support for clients to bridge the gap between the digital and physical worlds.

The latest update in the NFC provides fantastic benefits when working with Tamoco, including:

 

More interactivity with NFC

The most obvious benefit for those interested in consumer engagement via NFC is the potential to interact seamlessly with NFC in the real world.

In the past iOS users have been required to download a third party app to use NFC. This provides a huge barrier to interaction.

With this update, Apple has removed this obstacle and this provides brands with the opportunity to reach more people, more often with NFC campaigns.

Whilst this will only be available for Apple’s newest range of devices, this still presents a great opportunity to create a more interactive experience for consumers.

 

Direct access into the notification feed

Support allows the NFC tag to be read and display a notification to the user. These notification dialogues use part of the native iOS notification system. This is a great way to reach users in a trusting and powerful way.

A user gets the opportunity to tap the notification and the device will head to the right app, depending on the content type.

This means that brands can offer consumers multiple types of media and be sure that the experience is seamless on an iOS device.

This provides a powerful, direct and interactive channel in which to reach consumers with relevant content.

 

Better opportunity for users to connect with the physical word

The announcement shows how far the link between physical and digital has come. Apple has realised that consumers want their digital devices to connect to the real world around them.

They want this connection to be simple and quick. NFC has always provided this opportunity, but the developments mean that this connection is now available at scale.

NFC carries huge potential as it has already been adopted in the payment and travel spaces. It seems like this new announcement will have a large impact and will be pivotal in the way that users can use their devices to connect with what is around them.

 

About Tamoco and NFC

Tamoco is the leading sensor driven location company. We help businesses to reach consumers based on context and provide extensive support across a wide range of technology. Our aim is to provide the content to consumers in the right moment and providing the vital link between the digital and physical worlds.

To find out more about what you can do with NFC and Tamoco’s powerful network, please get in touch with one of our campaign managers.

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The Digital Marketing Trends To Look Out For At DMEXCO 2019

Europe’s largest digital marketing conference begins this week. Around 40,000 brand innovators, ad tech masters, digital marketers and everything in-between will convene in Cologne for DMEXCO 2019.

To get ready we will be looking at the key digital marketing trends that will define the conference. 

 

GDPR is still on the agenda

Whilst the 25th of May seems a long way back, It’s still difficult to avoid this topic at the moment. There’s still a large amount of the digital marketing space that is uncertain about GDPR and what it means for their business.

The industry is beginning to accept the responsibility that comes with the digitalization of the marketing space. Many companies are talking more about transparency and privacy. They have shifted to make these ideals fundamental to their company operations. 

Getting the balance right between privacy and relevant, personal marketing is the challenge. The digital marketing industry needs to win the argument on privacy. To do this it needs to explain the true value that using personal data can provide for the consumer. It must do this whilst developing a trusted relationship with customers regarding data. 

At DMEXCO 2019 expect GDPR to still be front and centre. It will still be the elephant in the room for many talks and sessions. We hope that more discussions on the topic will focus on what the industry has learned.  As well as this we want to see best practices for companies to make the most out of the legislation. 

Personalisation is still what consumers want

More and more consumers are aware that brands are using their data. After the introduction of GDPR and an increased number of data breaches they expect this data to be used to provide high value, improved and highly personal experiences. 

Consumers want a personalised experience. Brands are moving towards this but there’s still a way to go. Many consumers are still finding a majority of their brand experiences are falling short of the mark. 

At DMEXCO 2019 expect to see personalisation take centre stage. We hope to hear valuable lessons on how leaders are getting it right.

There will still be conversation around the nature of generating data for this purpose. But expect more focus to be on how to use the data more effectively. Look out for discussion on how new data types can be used to create memorable, personalised consumer experiences. 

 

AI and automation is now everywhere

Consumers are demanding instant responses from the brands that they interact with. The best brands are starting to engage with their customers automatically. These brands have drastically reduced the time between a customer touch point and the desired result. 

The companies that are succeeding in this space are the ones that are experimenting with AI. They are using technology to automate their response to consumers at every point of the consumer journey. 

Treating customers on a one to one basis and providing an omnichannel experience is top of many brands wish list. Some are even getting this right already with the increasing presence of AI, chatbots and other automation tools. 

Technology in this area is advancing extremely quickly. The top brands are learning how to utilize this tech to identify customer needs. It’s being used to process huge amounts of data and turn this into actionable insights. 

Expect there to be many discussions around AI, automation and it’s ability to put the customer at the centre of the brand experience. 

 

Data is increasingly important to achieve digital marketing goals

Many companies are using data effectively in their digital marketing. The relationship between consumer data and consumer needs is more in focus than it has been in previous years. 

The potential of data in digital marketing is huge. Brands realise this but often struggle to maximize this potential. 

To do more with data companies will need to be smarter about how they source their data and be much better at turning the data into actionable insights.

Expect many workshops and talks that look to explain how to use data effectively. Learn about new data sets and how your organization can use these to meet its goals.

DMEXCO 2019

These are the main digital marketing trends that will be aired at the conference. Digital marketing in 2019 seems to be focusing on how to get the right balance between privacy and providing true value for the consumer. 

For all your data and personalisation needs, speak to Tamoco. We’ll be DMEXCO and would love to hear your take on the biggest challenges facing digital marketers. 

 

Categories
Apps News Privacy

Android Developers Can Use Google AdMob And Comply With GDPR

Google is asking app developers who publish apps on its play store to obtain consent for data use and for ad personalisation through its AdMob platform. 

Due to the coming GDPR legislation which comes into effect on the 25th of May. Any business based in the EU will need to gain opt-in consent to collect or use any of their user’s personal data. 

This news places the responsibility of obtaining consent for Google’s services that are running in the background (such as AdMob targeting) on the shoulders of the publishers. Android developers are expecting to see some kind of software kit to help them obtain and manage this consent. As of now, and up until the new legislation kicks in, Google has not announced any SDK or toolkit that could solve this headache for Android developers. 

Many developers lacking the time or manpower to create such a kit are weighing up their options ahead of the legislation. Some have even hinted at switching of these third-party services for users int eh EU. 

 

The problem

Breaches of the legislation carry with it the threat of huge fines. User consent has always been an issue for app publishers. Creating a solution for obtaining consent and then managing this consent is no easy feat. Integrating this consent with third-party integrations (such as advertising solutions) adds another layer of complexity. 

For Android developers, the problem is a little more pressing as AdMob revenue is what keeps them afloat. Developers may find themselves stuck between a rock and hard place – turning off AdMob would instantly create a big hole in their revenue. However, keeping it on and exposing themselves to potentially destructive fines doesn’t seem like a viable option either. 

 

So what’s the solution?

With the right toolkit developers wouldn’t have to change their business model too much. Letting users opt out of ads might lose some revenue but it’s a necessary step to take to comply with the changing mood around privacy and transparency. 

Controlling user data in a responsible way makes sense because it builds trust and in the long term it will be beneficial for developers. 

Luckily for developers, there’s a toolkit that is addressing this problem. Via a dedicated SDK app, publishers can continue to use third-party ad integrations, such as AdMob. The toolkit obtains and manages user consent to help developers comply with regulations such as GDPR.

As well as this the toolkit will sync user consent across devices. All consent preferences are stored in a secure audit trail so that developers can call on consent history of their users. The audit trail also contains information on consent preferences that have been replayed to third parties. In the AdMob example when a user opts out of personalised ads in their app the consent SDK will relay this to Google. The audit will register this along with a timestamp and other relevant details.

The SDK provides this functionality for first-party app features as well as third-party integrations. It’s a comprehensive toolkit to take control of your user consent. 

This toolkit doesn’t need to only apply for Admb or even android. A wider conversation about the role of consent in mobile applications needs to be had. Developers should look at how consent is obtained, managed and communicated to third parties. 

Complying with GDPR is a shortsighted approach. Developers need to put their users first and think about how they can put these users back in control of their data.

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Get free early access to the consent toolkit 

We’ll get you set up for free as soon as it’s launched. 

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