by Lindsay Rowntree on 20th May 2016 in TRADERTALK

Nowadays you can't talk about mobile without including the topic of location. As previously highlighted by ExchangeWire, according to the Department of Commerce, 90% of retail transactions still occur in bricks and mortar stores, so the value in being able to map a consumer to his/her location is substantial.

Here Imran Khan, head of programmatic & product partnerships, EMEA, xAd outlines the importance of location data and how it can be mapped and built into useful information for advertisers.

Key areas covered in this episode include:
–  Understanding device location and building a location picture using different data points
–  Constextualising data signals
–  Overcoming the challenges of bad location data
–  Usage cases of mobile location data

LocationMobile