Does real-time marketing need to take an alternative route?

My role at Waze has seen me speak to hundreds of brands and agencies about how to reach drivers when they’re on the move. Increasingly, questions have centred around data and how targeted advertisers can be in reaching drivers.

As the sheer number of ads we experience on many of the services we use every day has increased - often at the detriment of the user experience - the mobile advertising industry has also had to consider the ethical implications of using...