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Investigating Low Quality Location Data #2 - Suspicious Activity Over Greenland - Lab Notes

Note: This is a companion post to Investigating Low Quality Location Data #2 - Suspicious Activity Over Greenland Audience data validation is a crucial part of delivering accurate behavioral profiles. After seeing a suspiciously high number of mobile ads with locations over Greenland, the Arctic Circle, and the middle of the ocean, the curious engineers at...

The Trade Desk Partners with Factual to Enable Location-Based Mobile Ad Targeting

We are excited to announce a partnership with The Trade Desk, the leading demand-side platform in the $20 billion advertising industry. Under the terms of our partnership, The Trade Desk will integrate Factual’s rich, global datasets into its platform to enable media buyers to use location data to deliver relevant advertising to mobile users. Specifically, The...

Investigating Various Pathologies of Low Quality Location Data #1 - App Permissions

Note: This article has also been published in GeoMarketing here A significant percentage of location data in the mobile ad ecosystem - anywhere from 30% - 70% - is of insufficient quality for appropriate use in location based mobile ad targeting, measurement, or analytics. In a previous post, Validating Mobile Ad Location Data at Factual, we...

Investigating Various Pathologies of Low Quality Location Data #1 - App Permissions - Lab Notes

Note: This is a companion post to Investigating Various Pathologies of Low Quality Location Data #1 - App Permissions Repeated latitude digits and where they come from Audience data validation is a crucial part of delivering accurate behavioral profiles, and as such we put a lot of effort into understanding the sources of inaccuracy in location...

Mobile Advertising Watch Podcast: Gil Elbaz on the Power of Location Data for Effective Mobile Advertising

Note: This was originally posted on Mobile Advertising Watch on 7/23/2015, available here. In an interview with Mobile Advertising Watch, Factual CEO Gil Elbaz discusses the increasingly important purpose served by data and location technology in the efforts spearheaded by advertisers and developers alike. He touches on key issues including: optimizing use of mobile data, consumer...