Beacon

Also known as: in-store beacon

A beacon is a Bluetooth-based device that communicates with nearby mobile phones and tablets. When deployed inside a brick-and-mortar retail store, beacons can push in-store promotions directly to shoppers' devices and enable both ad targeting and online-offline attribution — connecting a customer's physical presence to their digital activity.

Common use cases include proximity marketing (triggering relevant offers as a shopper approaches a specific aisle or display) and closing the measurement gap between in-store visits and online ad exposure.