Mobile has been and will continue to be the future for brands and marketing. The quest, however, for highly contextualized, increasingly personalized, and even anticipatory moments of mobile inspiration is a challenge to be sure. In this session, Verve presents new research that shows the state of strategy and budget among brands that are reaching for this location-powered mobile prize — unpacking new findings around the strides key players are making and what they need to achieve next when it comes to location data and technology partnerships. Verve also looks at what success means when it comes to the attention and loyalty of next-generation mobile consumers — specifically looking at Millennial and Gen Z shoppers that are responding in powerful ways to relevant and meaningful mobile interactions. Key Takeaway: In this session, Verve presents new research that shows the state of strategy and budget among brands that are reaching for this location-powered mobile prize — unpacking new findings around the strides key players are making and what they need to achieve next when it comes to location data and technology partnerships.