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NEW REPORT: Mobile Measurement & Targeting by eMarketer

Mobile advertising is growing at a rapid pace, but fragmented formats and standards keep marketers from taking full advantage of the data available to them. In a recent report, eMarketer included Factual research in their exploration of mobile advertising challenges and how improved transparency and measurement can support marketers’ goals in 2018.

Here’s a couple of data snapshots included in the report, pulled from our most recent research with Digiday, Navigating Mobile with Location Data and Measurement.

When selecting a data partner, publishers put data transparency (60 percent) and data quality (33 percent) as their most important considerations. Scalability was the lowest consideration with only eight percent.

More than three-quarters of US publishers (76 percent) said that they always or usually use location data for geotargeting. In addition to targeting, thirty-one percent of publishers cited they are using their data to create location-based audiences.

Access the full report on eMarketer Pro to read their research addressing the following:

  1. The Thickets of Identity Resolution
  2. Finding that Elusive Common Ground in Measurement
  3. Publishers Are Coy with Data
  4. Ad Fraud
  5. Measuring Off-Device Actions
  6. Improving Targeting via Location Data
  7. Finding the Right Moment
  8. Personalization that Scales

Interested in learning more about how Factual data can help you reach meet or exceed your goals for 2018? Contact our team today.

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