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Related: Location Data

The power of location audiences: A buyer’s guide & scorecard

…specific locations, including their activities, journey paths and brand affinities. But not all location data is equal. So whether you’re an agency or a brand interested in utilizing location data, it is important that you do your homework and ask the right questions before investing in location

PlaceIQ and comScore partner for offline location visitation measurement

…scope.) Location analytics and offline data can be used as a signal of buying intent, as a mechanism to identify and segment audiences, as a competitive benchmarking tool and, as in this case, as a way to determine the relative efficacy of digital ads. ComScore will be reporting location lift on the…

How location data accuracy leads to stronger personalization

…beacons that provide signals when a device is in a retail location — provide validation and more complete data sets. To confirm location data points’ validity, multiple sources should be cross-checked. If more than two sources report a location data signal at the same coordinate, you will know with…

Two French location data companies receive GDPR consent warnings

…privacy law. Both are location intelligence vendors that work with retailers and brands on online-to-offline advertising and measurement. Both companies have SDKs that help them collect persistent location data from partner apps. App publishers are paid for their location data (and other data) by…

Geofeedia Launches Updated Location Monitoring Platform & iOS App

…in the world.” Geofeedia has also added sentiment analysis, identification of top influencers and functionality to gather data about multiple locations. The new iOS app, available now in the Apple store, gives clients the ability to track the data while they are on the go. Geofeedia says the…

Why your media decisions matter for campaign location attribution

Marketers using location data to gauge the effectiveness of their campaigns need to be able to trust their location attribution measurement providers, and that means the location data industry desperately needs more standardization and transparency to inspire that trust. For that to happen,…

MarTech Today: Location audiences, RTB transparency & Amazon’s Echo Show

…The power of location audiences: A buyer’s guide & scorecard May 9, 2017 by Michael Della Penna Location data can help take your marketing and advertising to the next level, but columnist Michael Della Penna says brands and agencies must do their homework before investing in location data, buying…

Marketers can now employ Watson in any cloud or location

IBM’s Watson, a celebrity among AI systems following his champion-winning stint on the TV show Jeopardy!, is now coming to a cloud near you. On Tuesday, the company announced that Watson software will now be made available to any cloud, vendor or other business. Any environment. Previously, Watson…

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