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Stadiums Upgrade Location Tracking to Feed Ad Exchanges

By Ad Age Staff Published on .

A recent report from proximity sensor research provider Proxbook found that 93% of MLB parks, 53% of National Basketball Association arenas, and 47% of National Football League stadiums deploy location trackers.

That location data, gathered with beacons placed around the stadiums, is used to communicate with mobile devices to track fan footpaths, encourage them to upgrade seating, and connect with them on behalf of sponsors during and after the game. The location data is fed to ad exchanges.

Citi Field, New York
Citi Field, New York Daniel/Flickr via Creative Commons

The number of proximity sensors placed in physical spaces across the globe appears to be growing rapidly. The number rose to about 8.3 million in the most recent report, up 33% from the report three months earlier. Proxbook data is based on voluntary self-reporting by companies involved with sensor services.

Most of the sensors in Proxbook's new report, about 6 million, are beacons. Around 2 million are near-field communication sensors, while the small remainder are Wi-Fi points.

Teams such as the NBA's Golden State Warriors and Cleveland Cavaliers as well as MLB's New York Mets have used the technology in their stadiums.

If you are looking at the sources of data that can power ad exchanges, turn to LookBook partners to help you explore possibilities.

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