Opera/Unacast Partnership Connects Advertisers to Global Beacon Data

Mar 03, 2016

Opera Mediaworks, a mobile advertising and marketing platform announced a new partnership with Unacast to provide beacon and proximity data for retargeting at scale to the world's top advertisers. Until now, the advertising industry has relied heavily on GPS data, which is only available when users are outdoors and actively using their mobile devices. Beacon data is generally far more accurate than GPS, registering consumer behavior down to a precise aisle, shelf, or product.

Clients of Opera Mediaworks now have access to a customer's "real-world identity" as created by Unacast, an aggregator of offline consumer behavioral data gathered from beacons. This will allow advertisers to increase the personalization, timeliness, and effectiveness of their mobile marketing campaigns.

Beacons interact with smartphones to deliver hyper-contextual content to their users, and by the end of 2016 85% of locations of the top 100 retailers in the United States will have deployed beacon hardware and software, according to a Business Insider Intelligence report.