I know this technology is a few years old but I haven't seen any write ups about it and honestly I have been trying to sell the data for over a year now and had limited success. To start from ground zero device id also known as the UUID (unique user identification) is the number that is associated with each device whether it be a palm pilot or a cell phone or even hand held ipod touch has one. Why are these getting a lot of attention? These are essentially cookies that followed you on the internet only they track your travels. So lets say you have a starbucks every morning, well this technology can see that you are within 5-15 meters of a starbucks coffee house. With that said, an advertiser such as dunkin donuts can give send on through to your phone an offer for free breakfast sandwich with order of coffee therefore possibly changing a person from their regular hang out to dunkins. This is all done by the apps in your phones, the more apps your have the easier it is to track you. Typically there are more than 5 or 6 events that occur a day per person. so a company can start putting together A taxonomy on anyone that has a device advertisers can track. JUst thought I would throw that out there in case anyone was interested. Companies that have the technology, but refer to it as something completely different live ramp and spotco as well as adzed.
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