Will the ‘Physical Web’ Help Retailers Reduce Annoying Ads?

While still in its infancy, and not yet realized, the physical web will prove to be an asset to franchisees looking to connect, and engage with, potential customers from their surrounding neighborhood ­– without barraging them with untimely and irrelevant messaging.

The Physical Web: How a New Type of Beacon Is Disrupting Proximity Marketing

The newer Eddystone-URL is truly disruptive. This web approach, also called the Physical Web, follows the unstoppable trend toward lessening friction, and will ultimately be the dominant beacon technology. Marketers should be aware of this trend.