Dan Hight

VP, Channel Partnerships

Dan Hight is the Vice President of Channel Partnerships at Placer, a leading location analytics platform. With a background in location-based technology and advertising, Dan brings a wealth of knowledge and experience to the table. His journey in the industry began at Nortel Networks, where he gained a deep understanding of the technology behind cell phone communication. From there, he moved on to Verizon, where he delved into the advertising ecosystem during the rise of search engines like Google and Yahoo.

Dan's expertise in location-based targeting technologies grew as he joined pioneering companies like Xad and Ground Truth, witnessing the evolution of location-based, geotargeted ad campaigns on mobile phones. He also spent time in the out-of-home advertising space, serving on the board of the Digital Place-Based Advertising Association. Through his various roles, Dan developed a comprehensive understanding of the value of location in advertising and marketing.

One of the key insights Dan gained during his career was the foundational role of GPS in our everyday lives. He realized that GPS on our phones, which we often take for granted, exists primarily for public safety reasons. The FCC mandated the inclusion of GPS receivers on cell phones to ensure that emergency services could locate individuals in distress. This breakthrough paved the way for numerous innovations, from mapping and navigation apps to location-based services like ride-sharing and location analytics.

As the landscape of advertising and marketing continues to evolve, Dan recognizes the need for change. With the rise of ad blockers, VPNs, and the impending cookie-less future, marketers must adapt their strategies. Privacy concerns and consumer awareness have led to a shift away from one-to-one targeting and a focus on cohort-based or topic-based solutions. This shift aligns well with the out-of-home and retail media ecosystems, where one-to-many approaches have always been prevalent.

Looking ahead, Dan sees technology advancements playing a crucial role in the future of location-based marketing. The opening up of more spectrum for Wi-Fi usage, for example, will enable better indoor positioning and more precise location data. This, in turn, will unlock new possibilities for marketers, retailers, and event operators to enhance the consumer experience and deliver targeted promotions.

Dan's expertise and insights make him a valuable asset to Placer and the industry as a whole. His passion for understanding the intersection of technology, location, and marketing drives him to stay at the forefront of industry trends and provide valuable intelligence to clients. With his deep understanding of the past, present, and future of location-based marketing, Dan is poised to make a significant impact in the industry for years to come.