Estimote

Beacons – Technologie der Zukunft oder Hype ohne Substanz?

Beacons are presented as a potential future marketing technology that could bridge offline and online channels, with attention to their technical underpinnings and practical limitations. The article explains that beacons transmit data over Bluetooth Low Energy using a battery and firmware, and highlights iBeacon's simple three-parameter data format (UUID, Major, Minor) for proximity. Google’s Physical Web introduces UriBeacons, enabling URN/URI information to be broadcast and supporting mobile deep-linking without app-specific requirements. The receivers are apps, and the intelligence to act on signals lies in the apps or frameworks (Apple's iBeacon framework, Kontakt.io, Estimote). The text notes three critical challenges: consumer acceptance/privacy concerns, signal reliability within buildings, and frequency management to avoid ad fatigue. Real-world usage examples include barcoo’s beacon-based mobile campaigns with loyalty and couponing, a supermarket couponing use case, and Shazam/Mood Media exploring AR-enabled, location-based couponing. The conclusion: adoption depends on demonstrated user value and further experience, with mobile couponing as a prominent but narrow use case.

Amazon’s Display Ads; Salesforce.com’s Second Quarter Earnings

AdExchanger’s Monday news roundup covers several ad tech and platform updates. Amazon is testing display ads on affiliate sites with impression-based payment, noting my target CPM of $2 wasn’t always met. Salesforce.com reported Q2 revenue of $1.3 billion, up 38% and highlighted strong execution of the ExactTarget integration, which followed a $2.5 billion acquisition; CEO Marc Benioff praised progress while noting the departure of ExactTarget CEO Scott Dorsey in May and Salesforce’s social ads VP Peter Goodman. The piece also discusses canvas fingerprinting as a risky, potentially ineffective tracking method, with Semcasting CEO Ray Kingman advocating non-cookie approaches and citing researchers at Princeton and KU Leuven. Additional items include PubMatic’s Rajeev Goel discussing slow APAC adoption of programmatic buying due to market fragmentation, and a DirecTV–Dish Network partnership (D2) enabling highly personalized election ads based on voter behavior.