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The Industry Starts To Rally Around Location Data Accuracy, But It’s A Long Road Ahead

Allison Schiff, writing for Ad Exchanger, discusses the major challenges impacting increased use of location data, which include:

-The lack of a systematic way to discern between different types of location data, including how granular it is or when it was derived.

-Inaccurate location data appended to ad inventory.

-The need for increased industry information around how location data is generated.

-Understanding exactly what an advertiser wants to achieve using location data.

-Lack of industry standards, education, quality control, transparency, and technology issues.

-Additional OpenRTB guidelines on how to transmit location data, minimum thresholds, for accuracy and precision, and data freshness parameters.

The Mobile Marketing (MMA) is in early talks with the Media Ratings Council (MRC) to develop official standards for location data transparency. The goal of this partnership is to standardize measurement of offline foot traffic generated by mobile marketing.  According to MMA CEO Greg Stuart, achieving this goal will bring “clarity into a space that is today burgeoning with varied methods and competing claims. Standardization benefits us all.”

Additional issues that will have to be addressed include: consumer privacy concerns, fraud, transparency of location data between publishers and users, and consent around selling location data to third parties.

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