In these scenarios, a new strategy is needed. The team at Waze believes it has created the solution for which marketers are looking, and it’s calling that solution destination-based marketing.

Destination-based marketing refers to a way of targeting on-the-go consumers. Rather than targeting mobile ads based on consumer’s real-time, real-world locations, Waze will now be using its driver navigation data to help advertisers anticipate where consumers are going and ultimately influence their decision-making through mobile marketing.