Location Sciences Group – Verify

MAXIMISE CUSTOMER REACH WHILST COMPLYING TO CANNABIS ADVERTISING LAWS

US Cannabis companies should be looking closely at their location marketing strategy with changing data privacy regulations on the horizon. Technology updates such as Apple’s iOS 13 have already made it more difficult to access consumer data. Plus, new state regulations such as CCPA, alongside already existing advertising laws and restrictions, will add another layer of complexity to how & where cannabis companies can reach their customers.

As new privacy restrictions decrease the supply of available consumer data, the demand and cost of these signals continues to rise. This offset in supply & demand creates the perfect storm for fraud & inaccuracy. Our recent State of Location Advertising Report revealed that currently only 14% of proximity adverts are using high-quality GPS signals.

With the rising scrutiny of regulation, cannabis companies need more visibility into the data they’re buying, collecting, and storing. This transparency will keep cannabis companies from violating state-specific cannabis advertising laws. Here’s 3 ways you can maximize your reach to customers whilst complying with your state’s cannabis advertising laws:

1. Track your targeting

In states such as Alaska, California, Colorado, Illinois, Nevada, and Washington, it is illegal to advertise or market marijuana within 1,000 feet of child centred facilities such as schools, public parks, libraries, or recreational centres. When crafting your location marketing, it’s of upmost importance that you can track where your ads are being delivered to guarantee that your signals are all legitimate.

2. Get the right quality for your spend

It’s important to know the true value of your location data from start to finish. Don’t take your supplier’s word for it, work with them to ensure you have visibility on what you’re paying for to avoid buying data which may not be compliant with your state’s changing privacy regulations.

3. Third party Verify

Third party verification is the only way to effectively use location-based marketing. This ensures quality across all of the data in your campaign and verifies that the data you’re using is trustworthy and adheres to the right privacy regulations.

SUMMARY:

New privacy regulations and an empowered audience will decrease the supply of consumer location data while the demand for this information grows year after year. Verifying your location-based advertising allows you to make your marketing budget stretch further by giving marketers the ability to monitor the accuracy and quality of their data whilst helping them adhere to state-specific advertising laws and changing privacy policies.

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If your organization uses location data, contact us to learn how improved accuracy and quality reduces waste  and produces better marketing results and outcomes.