Ben Gilbert: evaluation

Transcript context

…Yeah, but it’s fast. Cool. I’m going to do both of mine now because they’re related. One is bringing measurable online advertising into the real world. Google and Facebook both have add units around this now of trying to attribute when you see ads online and when you go to physical retail stores and understanding where those places are, tracking you either via GPS or sensors when you’re in the store, trying to bridge transactions in the store and really get some good measurement around the holistic view of you in the real world and you online. Waze totally does this. You see a digital ad, you tap on it, you navigate to go there and like people don’t even think twice about the privacy because the main purpose of Waze is knowing where you are. So you hand that data right over. You say “I want to go to this place,” you navigate there. They might have paid for that ad and or it might be a place that you’re kind of organically trying to go to and then Waze knows that for sure you went there. Which makes a pretty valuable ad unit and kind of ahead their time. I think people were talking about doing this for a long time but the idea of putting it into an app where you very explicitly have said “please track me.” Did I actually go there? Yup.…

Stored transcript either side of the excerpt. The highlighted words are the published quote; the surrounding text is unedited source, never generated.