Verve’s Ian James Discusses the Benefits of SDK Location Data

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

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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