Shashi Seth, 52, chief product officer, xAd

It’s no accident that Shashi Seth is focused on location data. He worked with experimental global positioning systems at NASA back in the 1980s

Today, he is using his expertise in the field to serve location-based ads with scale and precision. “Location is something that is changing the advertising landscape,” Mr. Seth said.

Some even argue that location data, an xAd speciality, shows consumer intent even more clearly than online search. “Showing up somewhere says something about intent that is much crisper,” Mr. Seth said.

The data also helps brands understand whether ads worked: xAd can tell them when consumers actually visited their stores so brands can compare that with exposure to marketing messages.

View the entire article on AdAge.