Where a user is…
Where a user has been…
[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Accurate location based data is key to true “geofencing” or MicroProximity, which is what we like to call it! Our data, provided by Factual, is trusted by the top tech companies, like Facebook and Uber. To understand good location data, you have to understand why bad data occurs:
- Out of Bounds Coordinates: Coordinates at places where people are highly unlikely to be or live (ex: ocean, north pole)
- Bad Devices and Apps: Devices or developers that commonly provide poor quality data
- Invalid Coordinates: Coordinates with bad numbers (ex: (0,0))
- Blacklisted Coordinates: Coordinates that have statistically unlikely volumes of user for a given location, including centroids
- Wi-Fi, Cell Tower, IP Address: Coordinates from these sources nay not be accurate or sufficiently precise.
To get precise data we need the following:
- Quality Places: New businesses are constantly opening and closing, thus the need for constant vetting
- Latitude & Longitude
1. Why does the heat map in reports.marketing look skewed when running specific location with MicroProximity?
We are targeting based on the lat/long of a user’s device, as reported by apps with location services enabled. We know the users are in the geofence when the impression is served. However, the limitations of the current reporting infrastructure does not pass the lat/long back to the ad server. Only the app server location is known. For this reason, the geo reporting for MicroProximity does not reflect the actual locations of the users served. This is also stated in the help text on the geo tab in reports.marketing.
2. How are we identifying the customer inside a specific geo radius? If they are using IP targeting that is only accurate on a city level.
Only the reporting is limited to IP-based, city level granularity. MicroProximity targeting is based on the user’s lat/long, as reported by the user’s apps that have location services enabled at the time of serve.
3. Are these apps using native function (pulling GPS) or are they WebView applications?
Factual’s proximity segments can be targeted against all mobile inventory – each mobile impression needs to have a valid lat/long coordinate and go through Factual’s lat/long validation (i.e throwing out imprecise or invalid data) before we consider that impression for proximity targeting. If you’d like to learn more about how Factual validates the lat/long for targeting, please click here.
Written By, Shelby Carlson, SVP of Sales[/vc_column_text][/vc_column][/vc_row]