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Unacast Blog

We love to share stories about us, and the new and quickly growing proximity industry. Each week we publish insights gleaned from how we build Unacast,
our platform and our clients' results.

For the Auto Industry, Location is key

This is a guest contribution by Ari Saposh, VP of Data at oneAudience. To help navigate the constantly evolving landscape of the location and proximity industry, we invited our friends at oneAudience to discuss the importance of location and proximity technology in the auto industry.

Breaking down common misconceptions in proximity & location marketing

Marketers have started to realize the importance of understanding customer’s visitation patterns and how they can leverage it to replace the need of having access to sign-in data. Even though the market has come a long way in understanding real-world behavior, there are still many misconceptions and questions around the concept. We want to help break some of the most common of those down for you.

How advertising technology companies conquer the world beyond advertising

Many of the defining global tech companies are built on proprietary graph data, and some of these have in turn used that strong core position to go from advertising technology to “all kinds of”-technology and industries. I will use Unacast’s proprietary graph to show how.

Location: Cannes

Unacast CEO & Co-founder, Thomas Walle, takes a look back on this year’s Cannes Lions festival and what it means for the location and proximity industries.

The Future of Beacons Isn’t Just Retail

This is a guest contribution by Szymon Niemczura, the co-founder and CEO of To help navigate the constantly evolving landscape of the location and proximity industry, we invited our friends at to discuss a case study where proximity technology is used in the healthcare industry.

If data is the new oil, physical retail needs to build oil platforms - fast

I want to take the narrative further from my previous post and talk about the specific actions a physical retail store (or retail store chain) could take to get closer to that elusive digital future - and to compete as Amazon is moving in on the physical turf.

Snapchat is going places: Bets big on location data

The intersection of people based products and marketing, big and small data, and accurate location data is quickly becoming a “must have” component of many smart product offerings and companies. The latest “must have” proof point being Snapchat’s 200 million acquisition of location and attribution startup Placed.

Context, Context, Context

This is a guest contribution by Josh Anton, Founder X-Mode. To help navigate the constantly evolving landscape of location and proximity marketing, we invited our friends at X-Mode to discuss a case study in which they leveraged their contextual expertise.

Is Amazon the Napster of Retail?

The digital tidal wave has and continues to alter the landscapes of most industries, and retail is the latest to find itself submerged in the sea of change. Like the rise of Napster permanently changed the way we listen to music, new technologies are now changing retail.

We are hiring! Presenting our improved hiring process

We want to share our hiring process with you as a prospective employee. One of our values is “Trust through transparency” after all. Sharing this openly will make sure everyone that wants to apply to Unacast has access to the same information as everyone else

Presenting the Unacast Diversity Dashboard

In this blog post, I want to share with you how we think of diversity and why we think it's important. I’ll end the post by sharing a few ideas on how we can increase and improve efforts to hire a diverse team.

Proximity Marketing in Retail - How does it work in practice?

This is the second blog post covering the rest of the Q1 2017 Proximity.Directory report. This time we have looked into the retail vertical. Get the newest information about the proximity industry, learn more about the importance of proximity technologies in retail and find the third PSPi ranking.

Proximity Marketing in the Retail Industry

The new Q1 2017 Proximity.Directory report is out and this time we cover the retail vertical. Get the newest information about the proximity industry and learn more about the importance of proximity technologies in retail

10 things I learned in my first year selling data at Unacast

I’ve been in the marketing and advertising world for 19 years, but it’s only in the last year, since joining Unacast and building the C2.Ventures portfolio, that I’ve really been embedded in data-as-a-service (DaaS) models. These are a few of things I’ve learned after 12 short months as a data guy.

«Even rotting corpses have culture»

A recent example of how culture is itself not the solution is, of course, the troubles of Uber and its CEO Travis Kalanick. So, what went wrong?

Presenting our team - Hello, Tomas

In this blog series, we are to presenting our team. Next is Tomas Jansson.

Unacast Values - we used a mirror instead of binoculars

You don't have to create your values at day one. Create your values when you know who you are and why you are succeeding. And use a mirror rather than binoculars.

From zero to xerox – how we failed at diversity

I am torn as these thoughts rush through me like the windows in the boardroom were suddenly removed and the New York winter wind demands us to cool our heads and confess: We failed at diversity.

Presenting our team - Hello, Jarle

In this blog series, we’d like to present our team. Next up is Jarle Fosen.

Unacast wins best "Verticals & Marketplaces" at LSA17

Wow! Last night we won best "Verticals & Marketplaces" for our Real World Graph™ platform product at the LSA17 Ad to Action Awards in San Diego.

Smart Cities - The Q4 Proximity.Directory Report

In this edition of the Proximity.Directory report we are cover Smart Cities. Get up to date on the proximity industry with the newest numbers and real life use cases.

Why being an intern at a startup is the best investment you will ever make

My name is Romet Kallas, and I want to share my experiences going from a project manager intern in a startup to a product manager and now, moving to New York City as an account executive. Here's my story.

Presenting our team - Hello, Lars

In this blog series, we’d like to present our team. First out is one of our recent hires, Lars Bakke Krogvig.

Unacast and the Real World Graph™

This post is an elaboration of the keynote that I held at the SLUSH conference in Helsinki where, for the first time, I presented The Real World Graph™

Proximity to 2017: Predictions

2016 was not the year of Proximity, and 2017 will not be either. The reason being that Proximity is already all around us, hiding in plain sight, with proximity tech like Bluetooth beacons being implemented in all kinds of hardware.

The biggest thing at Slush was this tiny map

It's always cool to meet our partners in the wild and see how they are each and everyone sensor by sensor changing the world by connecting physical to digital. At the Slush conference in Helsinki, Steerpath showed us the way forward.

Apple Pay Should Pair With iBeacon

The last few years Apple has invested in the retail industry, primarily through the launch of Apple Pay and iBeacon. Both technologies address separate challenges for the customer experience and the store and they show a massive potential in revolutionizing our real world shopping experience.

High Performance Read API on Kubernetes using Redis

This post is best read with some prior knowledge to Kubernetes. You should be familiar with concepts like pods, services, secrets and deployments. Also, I'm assuming you've been working with kubectl before. Enjoy!

Introduction to Programmatic Advertising & Unacast

Here's a jargon busting introduction to programmatic advertising which will help you understand the proximity industry and Unacast better

Proximity Marketing in Airports and Transportation - The Q3 Proxbook Report 2016

Launching the Proximity Solution Provider index (PSPi) - ranking system of Proxbook profiles

Make API Documentation Great Again

Could we change the paradigm of how we build HTTP REST APIs such that great API documentation is a consequence instead of a chore?

Why Bluetooth Will Not Be an Obstacle for Beacon Adoption

Bluetooth is becoming more usual in connecting all of our devices together, and it will help to further increase the beacon adoption

Granularity vs Scale – Our Problem, the Industry’s Problem

Does scale matter in advertising, location targeting, attribution and does it contribute to success?

Did Apple sort of announce iBeacon 2.0 by removing the headphone jack from iPhone 7?

Apple being mostly quiet since their 2013 iBeacon release has lead to widespread speculation around the launch of iBeacon 2.0

The Red vs Blue Ocean Proximity Strategy

Are you willing to challenge your clients to stay ahead of the competition? What differentiates your proximity marketing solution?

Beacons & Privacy - You Can’t Afford to Miss This

Why should you care about beacons privacy and what happens if you neglect it

A gift from Proxbook: 55 Proximity Use Cases

Proximity technology is thriving in commercial settings. We have compiled some of the recent uses cases from Proxbook as inspiration

Location-based Marketing vs Proximity Marketing - What is the Difference?

The most successful mobile marketing campaigns are a combination of location and proximity marketing, but it's important to understand the difference

An Interns Life at Unacast

If you are looking for a predictable job with regular 9-5 office hours, then you should definitely not work at Unacast

Beacons Help Sports Teams Reclaim $1B in Lost Ticket Sales

The Q2 proxbook report - proximity marketing in sports & events

Connecting the Physical World to the Advertising Industry - PROX Partners Pt. 5

Part five of a blog post series where you will get to know all of the PROX partners one by one

Unacast Writes About Beacon Networks in the Definitive Book on Proximity

Key stakeholders from the proximity industry join forces to share knowledge on beacon deployments and more

All Eyes on Location Data - Recap From Cannes Lions

Top advertisers, agencies and ad platforms gathered at Cannes to talk about creativity, new technologies and where the industry is heading.

Unacast gets chosen to Unilever's Foundry 50 out of 4500 companies

We are proud to represent our entire PROX partner network to leading brands and marketers at Cannes Innovation

Connecting the Physical World to the Advertising Industry – PROX Partners Pt. 4

Part four of a blog post series where you will get to know all the PROX partners one by one

Proximity Expert Blog Posts Series - Past, Present, Future

Learn about challenges, technologies and trends that will disrupt the proximity industry

Marketing can be sooo boring! What else can you do with beacons?

Marketing is only the tip of the iceberg when it comes to beacons, learn what else can you do with beacons

Connecting the Physical World to the Advertising Industry – PROX Partners Pt. 3

The third part of a blog post series where you will get to know all the PROX partners one by one

The Sensor API is Here

Learn how Unacast maximizes the quality of your proximity data for you

Unacast Raises $5M to Index the Physical World

Proximity marketing is maturing as US media veterans invest in Unacast together with European VC Open Ocean Capital

Unacast is Hiring: We Want Your Brain

After announcing new funding of $5 million we are ramping up our teams at our Unacastles in NYC and Oslo.

Shhh! This is Our Plan. Tell Everyone.

We have written quite a few articles on our product offerings and outlook on the industry, but I recently realized that we hadn’t shared the full plan.

Eddystone or iBeacon: Which Beacon Protocol suits your Proximity Marketing Campaign?

Detailed overview of the factors that businesses need to think through before deciding on a beacon protocol

Individual Targeting - Brands and Advertising Techs Are Misaligned

If individual targeting is the goal, why ad exchanges, DSPs and other advertising techs all seem to focus on audiences instead of people?

Connecting the Physical World to the Advertising Industry - PROX Partners Pt. 2

The second part of a blog post series where you will get to know all the PROX partners one by one

3 Key Takeaways From I-COM

Thomas Walle shares his main takeaways from I-COM, the global forum for marketing, data and measurement companies

Brands Achieving Impressive Results With Beacons - Q1 Proxbook Report

We are glad to celebrate our 300th member in Proxbook by launching the Q1 Retail themed proximity marketing report

Connecting the Physical World to the Advertising Industry - PROX Partners Pt. 1

The first part of a blog post series where you will get to know all the PROX partners one by one

Infographic: Why Proxbook is the No.1 Destination For Global Proximity Marketers

Check out our infographic on how and why Proxbook has become the No.1 destination for global proximity marketers

Advertisers Are Lining Up For Your Data!

Beacon data has been difficult to scale for advertising due to the fragmentation of the proximity industries, the PROX network solves that

Proximity Marketing - What, How, Why?

Learn why proximity marketing has become a top priority for global marketers

One year of Proximity – The Unacast journey

From 0 to 400 million beacons

What Jay Z and TIDAL Can Teach Us About Adblocking

History doesn't always repeat itself

The Ultimate Introduction To The World Of Proximity Marketing

Proximity Marketing 101: Learn about what proximity is and why this technology is so powerful

Opera and Unacast Partnership Finally Connects Advertisers to Global Beacon Data at Scale

Announcing our partnership with the world’s largest, independent mobile ad platform

How to Monetize Your Beacon Deployments

What can you do to turn beacon deployments into new and meaningful revenue streams

The Power of Beacon Networks

How could we already use the current amount of beacons in the most efficient and scalable way? The answer lies in Beacon Networks

Why Eddystone Support on Android Chrome is Huge for the Proximity Industry

Now that Eddystone will be supported on the Android Chrome we will hear a lot more about Eddystone going forward

Why Would Amazon Open Physical Bookstores? More Data, of Course

Data is the new oil, as Amazon is looking to match your physical self with your digital self

5 Common Misconceptions About Beacons and Proximity Marketing

2016 has started with exciting news in the beacon world, but there are still some misconceptions

Google's Eddystone is killing Apple's iBeacon

The launch of Proxbook Q4 2015 Report. Eddystone vs iBeacon, the world is being "sensored" up and more

Proxbook Re-Launches to Help Retailers and Brands get Started with Proximity Marketing

The launch of Proxbook 2.0

3 Take Aways From NRF "Retail’s BIG Show 2016" in NYC

Learn about the main takeaways from NRF 2016 related to beacon and proximity technology

4 Lessons to Master Mobile Engagement

Learn how to succeed with mobile engagement

Yes We Can! On Creating the Language of Proximity

Building a tagging taxonomy for the proximity industry

The 8 Best Blogs to Follow About iBeacon and Proximity marketing

Stay updated on the latest trends and insights regarding iBeacon and proximity marketing

10 Reasons Why Your Marketing Strategy Should Include Beacons in 2016

How to add value to your customers with proximity marketing and beacons in 2016

How to Greet Your Customers With Beacon Notifications

What is the most optimal way to use beacon notifications for greetings

7 Proximity Trends

These are the proximity and beacon trends you should know about in 2016

Everything You Need to Know About Beacon Security

A complete breakdown of beacon security to protect yourself from potential threats

From the Unacast Tech Blog: Data Modeling for Proximity 101

Read about how the Unacast demo tool works

6 Ideas for How Beacons Can Make the World a Better Place

Beacons for good - The finalists have been picked and now it’s time to vote for your favorite!

Unacast's Connection With the Ad Tech World

Learn how Unacast connects PSPs to the world of online advertising

Proximity Companies: Are You Tagging Beacon Data?

Why tagging the beacon data is important and how the proximity industry could benefit from it

Why You Should Use Beacons in Advertising

Beacons play an important role for the future of advertising

Do You Use Relevant Data to Create the Right Message?

To deliver the right message it is crucial to know the customer

Urban Airship Partners With Unacast

Urban Airship partners with Unacast and takes control of the mobile airspace

How BLE Beacons Deliver on the Potential That QR Codes Promised

Similarities and differences between BLE Beacons and QR codes

The Cost of a Beacon Project

Variables that define the cost structure of a beacon project


Building Smart Cities with Proximity Beacons

PROX Partners

PROX partners are known as the most agile and adaptive players in the proximity industry

New York

New York - The future of customer engagement with proximity solution providers

Revealing the Secrets of Customer Behaviour

Cases from Proxbook that demonstrates why proximity beacons have turned out to be popular

Status of the Global Proximity Marketing Industry

Read The Q3 Proxbook Report from Unacast

Bob! Get in the Sled!

What is the most heavily discussed topic in the proximity industry?

Beacons for Good

Beacons For Good is a partnership program committed to providing solutions using IoT technology for people in need

The Pull of Proximity is Push

With Proximity we are finally seeing tangible potential in Internet of Things

The Ad Blocking Wake-Up Call

How do we position ourselves towards the rapidly growing usage of ad blocking?

Can We Predict the Future of Proximity?

The self predicting hardware

California, the Golden State of Proximity Marketing

Read about how proximity marketing campaigns are growing in size

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