xAd Head of Programmatic Imran Khan on Mapping Location Data

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

 

Lindsay Rowntree: Lindsay Rowntree joined ExchangeWire in 2016 as Head of Content, and after growing the team to include three full-time editorial staff, became Director of Operations in 2021. Her role includes managing the day-to-day operations of ExchangeWire's business functions, as well as the content and marketing teams, across ExchangeWire's suite of products, including its global conference series, ATS. Lindsay also features on stage at ATS events, as well as in ExchangeWire's audiovisual products, including The MadTech Podcast and TraderTalkTV. She previously held the role of director of search, UK at Starcom MediaVest Group, where she spent six years, providing her with extensive experience in digital advertising, performance marketing, data, technology, client servicing and media planning/buying.
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