| Good morning marketers, have you heard of Scape Technologies?
It now belongs to Facebook. The UK-based startup has developed AR technology that makes it possible to create 3D renderings of physical locations with location precision — all without relying on location technologies like GPS or reverse IP targeting. Facebook bought Scape Technologies for a rumored $40 million. What’s interesting about the purchase isn’t so much Scape’s AR capabilities, but its ability to create 1:1 digital representation of the physical world. “It’s as much a mapping company as an AR startup,” writes Marketing Land’s Greg Sterling, “It’s seeking to build an infrastructure for the next-generation of ‘spatial-computing devices,’ which includes wearables, autonomous vehicles and other devices.” What does this mean for marketers? “There are numerous applications for Scape’s visual positioning technology, if fully realized. The types of novelty AR and digital gaming we’ve seen to date are just a small part of that larger vision,” according to Sterling. There’s also the targeting, attribution and competitive intelligence it could potentially provide — all factors that will elevate Facebook’s advertising capabilities. Don’t stop reading yet, we have a Soapbox from agility coach Stacey Ackerman, along with the latest from Pinterest and IGTV. Amy Gesenhues,
Senior Editor | 