This data signal doesn’t fit nicely into any type of programmatic ad buying or standardized advertising—even the vernacular. Marketers are doing cool stuff with beacons, but everybody is doing it a little differently. They have to figure out how to tie it all together and make sense of the data.
The marketers that focus on it the most are those who own the beacons. The use of beacon data is similar to re-targeting on a website. You’re not going to allow somebody to put a pixel on your website to re-target your users for their purposes.
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