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When location based marketing emerged on the radar for marketers it changed the game. Bringing contextual, localized ads to a person within proximity to the business who\'s ad they were staring at - and not the person 5 miles away - was revolutionary. This ushered in the world of mass one-to-one mobile marketing. Right in the middle of this revolution was Eli Portnoy. You may recognize him as the founder of Thinknear (and 4-time UNTETHER.tv guest) and he is back on the show, this time talking about his new start up, Sense360.

Sense360 takes contextual understanding to a new level, using all the sensors within the average smartphone to help create experiences that are situationally aware.

This episode can be broken into 3 parts: What Eli saw in the marketplace to decide to leave Thinknear and take on the task at hand with Sense360. The "myth of the download" that has led so many good companies astray. The concept of "good push" and how using sensors with location and context can make a good mobile experience a great mobile experience.

Eli was ahead of the industry when he dove into location-based advertising and now is ahead of the pack once again on using the sensors in our phones to help make marketing and advertising better - to turn it into a service for good. The examples Eli brings to light and deep knowledge that he shares in this episode gives us all a great insight into where this industry is going.

Full show notes can be found here.