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:
- The Thickets of Identity Resolution
- Finding that Elusive Common Ground in Measurement
- Publishers Are Coy with Data
- Ad Fraud
- Measuring Off-Device Actions
- Improving Targeting via Location Data
- Finding the Right Moment
- 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.