Marketecture: Get Smart. Fast. Blis CTO Aaron McKee on Location Intelligence and the Future of Omnichannel Advertising
May 27, 2025
Aaron McKee, CTO of Blis and recently acquired by T-Mobile, dives into the world of location intelligence and its impact on omnichannel advertising. He explains how geo-targeting surpasses traditional methods, enhancing audience engagement through innovative measurement strategies. The conversation touches on navigating regulatory challenges like GDPR and the shift away from cookie-centric strategies. McKee playfully compares Blis to a clever raccoon, illustrating the brand's knack for uncovering overlooked advertising opportunities amidst major tech competition.
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Geo-Based Omnichannel Targeting
- Bliss uses geo-location as a primary targeting lens instead of relying on cookies or IDs.
- This approach enables reaching hard-to-access audiences across devices including iOS and CTV, improving reach and performance.
Zip Code Accuracy Validation
- Bliss validates zip code targeting accuracy by comparing with precise GPS data.
- On average, zip code resolution is within about two miles, balancing granularity and accuracy for programmatic buying.
Audience Analysis With Geo Lens
- Aaron shares how Bliss analyzes audiences like Bloomingdale's and Macy's to find overlaps and unique traits by zip.
- Targeting is refined with intersections of zip code and content usage for precise audience reach.