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