Mobile continues to be a growing focus for marketers, and one of the most unique things about mobile is the ability to associate location attributes. For this reason, Factual, along with our co-sponsors, worked with the Mobile Marketing Association (MMA) to conduct research to better understand how marketers are using location data.
At Factual, we’re constantly analyzing and learning from data — ours and others — to better serve our partners. Audience buying is a hot topic in digital advertising right now, so we partnered with Digiday to collect data on how brands and agencies are using audience targeting in mobile advertising. Our survey results acknowledged what we’ve believed for some time now — it’s time to stop talking about “the year of mobile” and instead acknowledge that we’re living in a mobile era.