A handful of ad-tech companies specialising in the collection, aggregation and distribution of location data may be paving viable paths for all brands. Another company, PlaceIQ, is trying to tackle the immature-tech challenge with its own programming language, PIQL, created in April 2015 for data analysts to define requirements for marrying location and behaviour data (often purchase signals like ad interactions) from a big data pool. PlaceIQ is not physically present in China yet, but a partnership with one of the local data giants to enter the market is possible, predicted Khor.

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