Mobile advertising, programmatic buying and location-based targeting have been quite the trio this week.
On Monday, Swirl announced a programmatic ad exchange that will use iBeacon technology to target in-store shoppers. Also on Monday, PubMatic and xAd expanded their partnership to allow publishers to set up private exchanges featuring location-specific inventory, such as when a consumer is in a grocery store or an auto lot.
Fittingly, a third piece of news is now out regarding the marriage of mobile, location data and programmatic.
Chitika, an online and mobile ad network, this morning announced the launch of “cidewalk,” a real-time bidding (RTB) platform that lets advertiser target users based on — you guessed it — location. Read more…