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42% of LBS are OFF by 2.2 miles. We have focused our resources and development efforts on making
sure that we get location right. After all, if the location is not right, then all our targeting is for not. Some of the things we do include:
1. Location scoring of specific locations. If we see thousands of impressions coming from a single spot ("Centroids"), and that spot is the center point of a city, zip or DMA,
it’s almost certain that the app developer isn't using true lat/long so we won’t serve ads against those locations.
2. Score specific apps so we know which apps provide the best data.
3. First Party Data: We leverage the first-party data from our Media Partner (TeleNav) to ensure that the points of interest addresses and geo-locations are all correct. This is important because it allows us to correctly target users who are inside an auto dealership for example because we know the lat/long we’re receiving is indeed of an auto dealership. This first-party data has been built and refined over the last 14 years of our engineering efforts.
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