Brilliant effort and it demonstrates initiative. http://www.adweek.com/digital/these-ad-tech-players-are-teaming-up-to-challenge-facebook-and-googles-data-dominance/
I am personally exploring the options of low cost open standard hardware driven through a PaaS on a licence basis – http://www.techradar.com/news/a-closer-look-at-the-internet-of-things-20-and-why-its-inevitable
First-mover status is critical to gaining a competitive edge as companies begin moving en masse to reap the benefit of digitization. The same could apply to the Advertising Industry!