There are many types of location data: GPS, Carrier Data, IP Data, Wi-Fi and Beacons.
Specific types of location data signals are required to achieve certain location targeting goals. Verify distinguishes these distinct data types and offers customers detailed insight into the accuracy of the location signals that make up their campaigns. This level of comprehensive detail reveals patterns that expose inaccuracies in delivery and helps measure true campaign effectiveness.
Not all data is considered equal.
GPS data is the most coveted and reliable form of location data when executing tightly targeted proximities – such as specific store locations. High demand has resulted in fraudulent GPS location data flooding the marketplace. These fake GPS signals slip into the supply undetected, wasting countless ad dollars. Low quality IP signals are also unreliable – much of this data is highly inaccurate or unusable for proximity campaigns. Verify identifies and discloses the data signal types used in campaigns, providing a means to know what was bought and what was used – and what was wasted.
An efficient campaign requires that impressions land where intended, but this is often not the case. POI Health is a score that indicates the success rate of ad targeting accuracy. What percentage of the location signals were actually delivered to the targeted areas?
Location Health is a score of the quality of the signals that did hit the desired locations. How many were fraudulent? How many were lower quality IP signals?
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DATA EXPERT.
If your organization uses location data, contact us to learn how improved accuracy and quality reduces waste and produces better marketing results and outcomes.