Marketers will implement strategies to monetise data collected from 5G devices that offer insights on consumer behaviour.
This article states that 5G mobile network will alter marketing data and data-driven marketing with its high-speed and low-latency connectivity. It will gather more precise consumer data, such as the location, which will allow for accurate targeting and reliable measurement.
The improved speed will spark new real-time services and innovations, allowing businesses to deploy apps, smart devices and sensors to engage consumers. Mobile carriers are expected to have greater access to valuable data, thereby linking multiple devices to the same user or household or knowing when specific devices send data.
The author says that programmatic advertising’s latency will become apparent to 5G consumers when they grow accustomed to “ultra-responsive connections”. Hence, marketers will seek solutions to mitigate the lag.
[4 minute read]