As businesses race to connect our homes and cars to the Internet, one mobile ad company scents a new opportunity. San Francisco-based Kiip plans to sell a new kind of ad targeted according to people's actions at home or on the road, offering rewards or deals in exchange for certain behavior. "You get to your meeting early and you should get a free coffee from the place around the block," Michael Sprague, head of partnerships for Kiip, said at the Ad:tech conference in San Francisco in March. Kiip's move comes at a time when more and more data on people's actions is becoming available as wearable devices, Internet-connected home automation equipment, and cars with integrated data connections head to market. Those new data streams could form the basis for many new services and products, but they also bring new privacy concerns.
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