3 Common Misconceptions of Mobile Location Data

location based advertising

In many ways, the science of working with mobile location data is still in its infancy. Highly technical terminology and false assumptions have created the potential for a lot of confusion. In this post, we’ll shine some light on three of the biggest misconceptions that can lead to ineffective mobile location-based campaigns.

Misconception 1: Precision is everything

Some companies highlight the impressive degree of precision for their location information as a key differentiator. In reality, accuracy is what really matters with location data. Accuracy is the degree to which a measurement conforms to the correct value, and precision is the refinement of that measurement. When working with location data, if the reported location has poor accuracy, extra digits of precision are useless.

Misconception 2: Ad exchanges provide low-quality data

Whether true or not, ad exchanges have a reputation for having an abundance of low quality data. Many advertisers have decided that because of this they can only look to first party ad networks for high quality location information. In reality, with proper filtering technology applied, data from exchanges can be just as accurate as any from ad networks.

Misconception 3: Privacy concerns limit location sharing

There is a popular myth that more consumers are choosing to turn off location services and disable GPS and Wi-Fi location sharing out of privacy concerns. In reality, 76% of people believe that location sharing provides more meaningful content.1 Recent studies have found that over 70% of smartphone and tablet users are more likely to click on an ad that is “locally relevant to me.”2

Understanding the science behind mobile location data is key to leveraging it properly. And data used intelligently equals great campaigns.


1. 2014 Mobile Behavior Report | ExactTarget Marketing Cloud | February 2014 2. Mobile Location Use Cases and Case Studies | IAB | March 2014

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