This article was first published by Dstillery.
Technology Evaluates Location Accuracy Through Associated Web Behavior
NEW YORK, Feb 11, 2019 - Dstillery, the leading applied data science company serving the marketing & advertising industry, today announced that it has been awarded a patent for “evaluating authenticity of geographic data associated with media requests.” The patent recognizes Dstillery’s exclusive ability to filter out inaccurate location data from mobile devices, ensuring that only high-accuracy location data is used in Dstillery’s audience building, actionable insights, and geospatial analysis tool, Audience Studio.
The availability of location data derived from mobile devices has expanded marketers’ understanding of consumer behavior, while mobile advertising itself has reshaped the entire marketing landscape. Mobile ad inventory is more valuable when it comes with an attached location, incentivizing app developers to include lat/long data whenever possible. As a result, lat/long coordinates are often included with media even when accurate data is unavailable. Using this bad location data provides little value, resulting in imprecise targeting and erroneous insights for the advertiser.