Location Data Confidence in an Exploding Data Universe

Location intelligence, sourced securely and used in the right way, is an extremely powerful tool to craft precise targeting, predictive modeling, and creative media that drive meaningful marketing moments, massive ROI, and brand growth. Unfortunately, the location intelligence sector has also become a jungle of data fraught with fraudulence and insecurity.

Location intelligence is powerful, but in today’s highly scrutinized world, you have to challenge every resource you engage to ensure confidence in its quality. There are three critical questions you should ask data partners before you engage them.

Foursquare Launches Self-Serve Audience Segments Accessible via The Trade Desk

Having pivoted from a location-centric social app of sorts to a location intelligence platform, Foursquare has positioned itself well to offer brands attributable marketing success and verified data points at a time when concerns about both data quality and privacy are as widespread as ever. Foursquare says it throws out about 80% of the third-party data it consumes, an act intended to preserve the quality of its largely first-party data store.

Data is Technology’s Currency: Increase Its Value by Maintaining Accuracy

By defining their organizations’ definition of “accuracy,” allocating marketing resources to external solution providers that can provide unique data sets pulled from mobile phones, and ensuring all data is as up to date as possible via location-based approaches, marketers will begin to see an improvement in the quality and transparency of the data they purchase.

Street Fight Daily: Google Cedes Some Control of AMP, How Important Are Online Reviews?

TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Google Is Giving Up Some Control of the AMP Format… Heard on the Street, Episode 12: How Important Are Online Reviews?… After Amazon Storefronts, A Self-Service Suite of Ad Tools…

Emodo Supply Offers First Carrier-Verified Data for Programmatic Advertising

In what the company is touting as a breakthrough for the programmatic advertising industry, a new service will use carrier data to verify the accuracy of mobile data at the supply level. Called Emodo Supply, the product will be offered by telecom giant Ericsson’s mobile advertising platform in partnership with programmatic trading company Axonix.

Mobile Advertisers, Don’t Be Fooled By Claims About ‘Precise’ Data

When selecting data for mobile campaigns, don’t base your decision solely on claims about precision or how many decimal places appear in the coordinates, and definitely don’t mistake precision for accuracy. Precision is important, but the value of precision hinges on data accuracy.

Study: Accuracy is the Most Important Factor for Marketers Buying or Using Audience Data

In a poll of 300 advertisers that buy or use audience data, data management platform Lotame found that 84% say the accuracy of the data is the most important factor in determining whether they’ll buy it and if they’ll buy more of it.