Proximity Targeting is a marketing technique that uses mobile location services to reach consumers in real-time when they are around a store location or point of interest. This is done by defining a radius around a specific location. If a consumer has opted into location services on their mobile phone and enters within this radius, proximity targeting helps in triggering an advertisement or message to consumers in an effort to influence their behaviour. This can be combined with the ability to purchase impressions through programmatic ad platforms that are powered by real-time bidding which can help businesses formulate the right strategy of influencing their users on a particular geographical area. They can build user groups based on certain characteristics (such as neighbourhoods, demographics, interests, and other data), and subsequently launch another campaign that targets anyone with those characteristics.
The growth of mobile devices has led to enormous data generation which offers tremendous potential when used effectively for business. Thus we need an efficient platform where we can process such huge data efficiently and with minimum latency and cost. This talk describes MIQ's journey into building a fast, scalable & cost effective processing platform using Spar, MLLib, Kafka's Event Driven microservices, Delta Lakehouse architecture, delivering faster and actionable insights for Proximity targeting which has empowered the creation of a product generating ~30 million dollar revenue on a year to year basis.