Do you know or have experience with ads projects unifying physical and digital behaviour, using phygital identifiers? Do you know pros/cons of proximity marketing ibeacons (with app) vs Seeketing (without app) technologies?

Q. Do you know or have experience with ads projects unifying physical and digital behaviour, using phygital identifiers? Do you know pros/cons of proximity marketing ibeacons (with app) vs Seeketing (without app) technologies?