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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