eBay Using Where Tech it Aquired in April 2010 for PayPal Vision
Walt Doyle explained on the PayPal blog how Where was used in a few campaigns last year. A holiday one involved Best Buy prices/inteventory for local stores (not too exciting), but one for a thermometer was far more targeted and interesting (and perhaps a bit fear-mongering):
WHERE served up ads on mobile devices that would only appear to mothers in regions with a high incidence of flu who were within two miles of a retailer that carried the advertiser's thermometer - retailers included Target, Walmart, Babies R Us, Rite Aid and Walgreens. Mobile users who fit all criteria were shown a banner ad within an app that read "Flu levels in your area are high. Be prepared with Vick's revolutionary Behind Ear Thermometer" and then given the locations of the nearby retailers.
Doyle said that kind of highly targeted mobile ad campaign was standard practice at WHERE and was the "cornerstone for the demand generation side of PayPal's vision for the future of shopping."
I'm not clear at all how PayPal plays into these campaigns. Perhaps they provide key data to indentify the Moms based on their purchases online using PayPal?
