The source is everything: how marketers can distinguish between good and bad location data

According to research by Forrester and Verve, a quarter of marketers said there is not enough clarity on the sources of collected location data. In the third episode of Everything You Need to Know (EYNTK) about location-based advertising, Verve’s general manager international, Ian James explains the best way to derive location data.

With brand safety at the forefront of marketer’s minds, deriving high quality data from accurate sources has become paramount for marketers – to be sure their ads are being seen in brand-safe environments. Traditionally marketers have tended to use the exchange-based approach to get location data. In the video James explains why this approach can sometimes be problematic.

“80-90% of location data is perceived to be inaccurate. This inaccuracy is due to the data being derived from multiple sources and bots, combined with missing information that determines the precision of that data," he explains.

Watch the full video above to learn about a better solution: deriving data directly from the device by embedding a small piece of code into an app that sits on the consumer’s device.

Catch up on the previous episode here, as James explains the difference between accurate and precise location data.

Next week’s episode will examine how to bridge the digital and offline worlds. Sign up to our newsletter to ensure you do not miss the next episode in the series.

Catch up on all the previous series here.