Study Finds Poor-Quality Location Data Undermining Geo-Targeted Ad Campaigns

  • by November 11, 2019

Location data increasingly is being seen as the panacea for targeting, but a new study estimates only 14% of location-based advertising -- which reaches audiences on their mobile devices -- uses "high-quality" signals to improve geo-targeting.

Advertisers that use less reliable internet protocol (IP) data to identify the location of …

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