Synopsis: Mobile now accounts for 69 percent of all digital media engagement, and these smart phones and apps are generating an abundance of location data. From targeting, to attribution, to consumer behavior, location data intelligence is transforming how out of home advertisers view digital marketing.
During this talk, Elina Greenstein, xAd, will explore how observing the places that a user visits allows marketers to make meaningful inferences into a user’s life journey. In addition, Elina will discuss how location is informing out of home marketers about their customers and how it can impact audience extension.
Elina Greenstein has over 10 years of experience in the media and ad tech industry. Currently, she is the Director of Channel Partnerships at xAd, a location intelligence platform that combines online and offline data to provide more relevant mobile targeting at key moments throughout the consumer journey. She is responsible for developing and driving sales across xAd’s strategic reseller partnerships with traditional and digital media companies.
Previously, she worked with RAPP, a digital CRM and analytics advertising agency, managing social media and promotional campaigns for Nestle. Earlier in her career, she spent time with Posterscope, an OOH media agency part of Dentsu, developing convergence media strategies in the OOH media sector across experiential, social, and mobile technology integrations. Greenstein holds a Bachelor¹s of Science in Journalism + Media Studies and Food Science from Rutgers University.