Mumbo jumbo: Wearable tech

In a new regular column Nic Hodges busts some of the jargon and mystery around ad tech, starting with the wearables phenomenon.

If you’ve spent any time on the internet recently, you could be forgiven for thinking Apple just invented the smartwatch.

Despite the fact they’re actually more than a year late to the watch party, Apple have managed to put wearable technology front and centre in the mainstream.

So now that wearables have transitioned from science fiction to dinner party conversation, what exactly are they? And what do they mean for brands and agencies?