Proximity Advertising Networks, Data Monetization and Retargeting were the
proximity services with the highest growth through 2016.
(Prox report Q4 2016)
The report indicates that Re-targeting, attribution & Data monetization will play a dominant role in the future of the Proximity Marketing industry. These services have grown by 14-15% each in comparison with Q3 2016, which is significant. It is also interesting to note that services like Indoor Navigation & Mobile Payment have fallen slightly.
The support of Eddystone has increased by 17% since Q4 2015, compared to iBeacon,
The numbers suggest that the popularity of iBeacon is decreasing while Eddystone (and in turn Physical Web) is becoming more prominent.