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While location services platforms battle it out on attribution to prove whether an ad worked to generate store traffic, WPP Group’s Y&R is working with Skyhook Wireless on using geo-data to help shape creative decision-making at the outset of a campaign. While the two aren’t discussing which clients they’re collaborating on, Y&R’s client roster includes Campbell’s, … Continue reading How Location Data Can Influence Ad Creation Not Just Targeted Placements

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