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Location data is one of the most promising elements of mobile marketing. Unfortunately, the mobile advertising process and ecosystem are rife with flawed data and data-centric practices. And it’s no secret, as AdAge found over 80% of marketers and agencies to be concerned about location data quality.* In our effort to discover, resolve and educate mobile …
When it comes to location-based advertising, the data you choose may pose the greatest threat to the ROI of your campaigns. A recent study of a broad range of campaign datasets revealed significantly flawed location data from data sources of all stripes, including exchanges, apps/SDKs and specialty data providers. Location data is flawed across the mobile advertising …
You probably know a thing or two about viewability, brand safety and fraud. Those are obviously serious digital advertising concerns. However, they may be calling your attention away from the worst offender of all: the data. Behind all of the growth and allure of location-based advertising, a secret has been looming: Nearly half of the data …
Now that mobile has surpassed desktop in digital ad spend, the biggest threat to campaign ROI may actually be in the data used for location-based targeting. The fact is, almost half of the device location data used in location-based campaigns are inaccurate. Across the projected $20.7 Billion in location-based ad spend this year, that represents a …