Last week, we introduced our brand new video series covering hot topics in the programmatic space. Now that you are caught up to speed on the state of localized programmatic, let’s explore location data and the advancements in location intelligence and insights.
With more than 50% of advertisers today using location data to target customers, representing billions of dollars, according to a recent survey of 500 marketers by the Local Search Association, advertisers are getting more comfortable adding location data into their marketing mix and we expect the growth numbers to continue the upward trajectory.
According to eMarketer’s 2018 Location Intelligence Study, a “clear majority of mobile users allow their devices to track their location—many of their favorite apps depend on it.” Not to mention, younger consumers opt-in to consumer tracking at high rates. Additionally, “marketers have much better tools to vet and verify data, and there are high-quality sources of data, including GPS directly from publishers and data service providers that filter out much of the poor-quality data.”
As the adaption rate grows, Simpli.fi Chief Revenue Officer James Moore answers the most common questions advertisers have about location-based marketing in this compelling presentation:
- Where does actual location data ultimately come from?
- What makes it available for targeting and measurement by advertisers?
- How accurate is GPS data?
- How does Simpli.fi filter out derived data?
To learn more, watch the video below from Simpli.fi’s LPS18 and stay tuned for more excerpts and takeaways from the summit.
Next on the docket in this video series, Measuring Foot Traffic and Lift: Findings and Best Practices.