The first phase of a new technology usually imitates an existing product in digital form. Only later does it become, in the words of PlaceIQ's Drew Breunig, "something wholly new that couldn't exist before the technology."
That's what's happening today in location-based technologies and services. Darren Herman, president of KBS Ventures and Mr. Breunig, senior director of product at PlaceIQ, gave a view of where location is headed at Ad Age 's Digital Conference in San Francisco. In short: location technology isn't just for location apps anymore.