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Only about 5% of retailers currently have the interest or the ability to market to specific customers based on their location, according to Ingle. Most of what brands are interested in is more generalized information about their customers. But in a rapidly evolving and increasingly mobile marketplace, the brands that arrive late to the location-based targeted advertising game may be left out in the cold.

Your smartphone holds a treasure trove of information about you, and cell phone companies are looking for ways to turn that into profit.

"An interesting transformation is happening in wireless, in which consumers are no longer customers -- they're the product," said Dan Hays, principal in PricewaterhouseCooper's communications and technology practice. "The trick is for operators to find out how to make money without violating their relationships and trust with their users."

5 Data Points for Content Marketing

Paid online advertising is not only less efficient, it’s expensive too.

Based on point 2 you could have instead gotten 33 sales leads for a cost of $133 had you been doing content marketing.

If you want people to buy media, you have to offer it for sale. If it's not for sale, they won't buy it, but many of them will still want to watch or hear or play it, and will turn to the darknet to get – for free – the media that no one will sell to them.

Today it's hard to find any knowledgeable person who thinks that making more money by delaying a release to an optimal date is possible, except to the extent that the knowledgeable person is selling something.

Campaigners say Google are encouraging the poaching of elephants by running advertisements promoting ivory products.

more than 10,000 ads about ivory were running on Google's Japanese shopping site.

one of the world’s richest and successful technology companies with such incredible resources had taken no action to enforce their own policies