Blippar’s Mark Fortner says: “The industry talks a lot about paid, owned and earned media. But what’s happened is, nobody talks about the ‘owned.’ What Blippar does is really bring the owned to life. You have a cereal box, you have a bottle of water, you have a lipstick. Those products, when you’re at the shelf or you’re at home, a lot of times they are completely defenseless in their ability to communicate to you. [Blippar] provides that experience for brands.”