In this episode of TraderTalk TV, ExchangeWire’s senior data analyst, Hugh Williams discusses the benefits of location data derived from software development kits (SDKs) with Ian James, GM international, Verve. This discussion comes off the back of a recent report published by ExchangeWire Research, in association with Verve, investigating why third-party SDKs are disrupting the mobile location data market.

In this episode, James discusses:

– How SDKs fit into the location marketing landscape

– How SDK location data differs from data available through exchanges

– Why publishers integrating location SDKs into their apps are achieving a higher inventory yield than those that don’t

– The benefits of SDK location data to buyers

– The value of precise location data in more robust attribution modelling

– The scalability of SDK-derived location data versus data from exchanges