Location data is an effective tool for targeting, analyzing, and discovering audiences. However, the quality of the underlying location data is highly variable and it is often difficult for marketers to know the quality of the data used by their suppliers.
Join the Swedish network and telecommunications company Ericsson and its mobile advertising division, Emodo. The company has launched a new audience and location targeting site called Emodo Hearings. This is an "operator verified" offer that, according to the company, is more accurate than other location-based audience targeting solutions available on the market.
Location data comes from SDKs, apps, tags, and store visits. Emodo matches the ID of the user device with a lat / long timestamp and a timestamp to the carrier's data to verify the accuracy. The location data originally transmitted to the carrier comes from about 150 sources of first, second and third parts. Validation of Emodo location data with a "set of independent support data truths" is similar to third-party verification (except that Emodo does).
The company claims to offer predefined and customized audience segments. In this way, it is similar to many other location data providers in the market.
Emodo directly pays the operators or shares advertising revenues, depending on the specific relationship. He says that "Carrier data is termed a persistent, accurate and scalable data source because it captures everything that's happening on the mobile device – up to 600 events per device and per day."
Some will dispute that operator data is the standard of localization excellence. However, comparison of Emodo data with that of operators seems to increase its overall accuracy. While the company did not specify how much location data is "eliminated" in this process, others have argued that 50% or more of the location data from apps and software is available. other mobile sources are of low quality.
All location data do not always have to be 100% accurate. In practice, it depends on the use case. For example, if the goal is an offline attribution, it must be more accurate (have they arrived in the store?) Than the data that can constitute an entry into the profiling of the audience. Yet more accurate data is better than less accurate data.
Notwithstanding the identification of the device in the background, Emodo says that it is entirely "in accordance with privacy". In the US market, this can have different meanings for different suppliers. However, in a post-GDPR environment, the company said in an email, "We adhere to the principle that informed and explicit consent is a prerequisite for the collection and use of location data and advertising identifiers. "