Location Data Buyers Guide

Transcript

1 12 Questions Every Buyer Should Ask about Location Data A buyer’s guide to having an informed discussion about Mobile Location Data JULY 201 4

2 IAB’s , part of the Mobile Location Data Working Group his document has been developed by the IAB T ellence. Mobile Marketing Center of Exc About the IAB’s The Mobile Location Data Working Group was : Mobile Location Data Working Group practices, standards, data, innovation, reporting and all issues related to utilizing formed to discuss best location data for Mobile and Cross Platform advertising. Representing members from all parts of the - Mobile advertising ecosystem, the mission of the Working Group is to p romote the adoption and use of . A full list of committee member companies can be found location data for superior advertising solutions http://www.iab.net/Mobile_Location_Data_Working at _Group The IAB Mobile Marketing Center of About the IAB’s Mobile Marketing Center of Excellence: Excellence, an independently funded and staffed unit inside the IAB, is charged with driving the growth of the mobile marketing, advertising and media marketplace. The Mobile Center devotes resources to market and consumer research, mobile advertising case studies, executive training and education, supply chain standardization, creative showcases and best practice identification in the burgeoning field o f mobile media and marketing. Our agenda focuses on building profitable revenue growth for companies engaged in mobile marketing, communications and advertising, and helping publishers, marketers and agency professionals understand and leverage interactive tools and technologies in order http://www.iab.net/mobile can be found at: to reach and influence the consumer. More information IAB Contact Information: Belinda J. Smith Mobile Marketing Center of Excellence [email protected] www.iab.net/mobilecenter Questions Every Buyer Should 12 Ask about Location Data |

3 Table of Contents Overview ... ... ... ... ... 3 Intended Audience ... ... ... ... ... 3 ... ... ... ... Introduction ... 4 ... Place Data ... ... ... ... 5 Device Data 5 ... ... ... ... ... ... ... Resources ... ... 6 ... Ask about Location Data Questions Every Buyer Should 12 |

4 Overview as a guide to empower buyers with a framework and tools to engage in is provided set of questions This meaningful conversations with their media, technology and service providers about mobile location data and its use. It is meant to be used as a tool to enable constructive dialogue and h ighlight important a high areas of focus. As - level discussion guide, other important location data considerations, such as are not addressed here privacy and attribution, but will be addressed in future output’s from the IAB – Mobile Center’s provide a set of The scope of this work is solely to . Mobile Location Data Working Group questions that are important to the success of campaigns using locatio – for which any provider n data should be able to clearly and thoroughly answer for their buying partners and agencies. Intended Audience who have a general understanding of the dvertisers, agencies and marketers is written for a This guide different type and how they may be used tactically for specific s of mobile location data available compare and assess campaigns . More specifically this is written for buyers who effectively seek a way to There is a resource section following er. partners in regards to the specific data and capabilities they off the guide of 1 . or buyers who are new to mobile or unfamiliar with location data questions f 2 Questions Every Buyer Should 12 Ask about Location Data |

5 Introduction Location data has quickly become the “holy grail” of mobile. From the ability for businesses to tie mobile store visits and for brands of all kinds to learn more about the daily habits of their - campaigns to in h them; location has helped open up hearts, minds and including audience, where and how best to reac budgets to mobile marketing. and prevalent, it’s , As location based targeting continues to become more sophisticated, effective increasingly important for marketers to be fluent in the language of location. The effectiveness of both the – location based efforts are directly correlated with the quality of the underlying location data data that describes where pl aces are in the physical world (place data), and the data that describes where users are in the physical world (device data). Businesses open, close, and move locations on a fluid basis and any targeting that depends on knowing sited, or is currently visiting, is critically dependent on the quality of the what business a user has vi based tactics require a detailed understanding of a user’s precise - underlying place data. Many location data is created the same. location, making it important to understand that not all mobile location Different sources and types of data come with different levels of accuracy, comprehensiveness, and - precision. It’s critical for buyers to have an in depth understanding of and discussion with any partner leveraging mobile location data. to a preliminary, high level look at location data and gives general questions The guide below represents - . While the answers will, of course, vary from vendor to guide a focused and productive conversation vendor nt focal points for running a successful campaign and can be these questions represent importa – . used to compare vendors when deciding which provider best suits the needs of a particular campaign Written for the semi - savvy buyer who already possesses an understanding of data types , terminol ogy seek and more information or those ; resources are presented at the end of the guide for who strategies . including successful use cases education on the basics of location data Questions Every Buyer Should 12 Ask about Location Data |

6 Place Data What is the sou 1. your "place" information (i.e. data abou t what busi nesses, points of rce of interest or addresses are found at specific lat/longs in the physical world )? st rd What is your o verall share of 1 vs 3 2. party place data (E.g. Do you have a proprietary mapping rd ? party database) system/address data or utilize a 3 places 3. What is your approach to organizing /place data (E.g. polygons, geo - fence radii, etc.) ? the location of a specific .g. are you able to discern 4. ise is your place information (E How prec store in a mall versus the parking lot)? 5. ( E.g. What percentage of business, addresses, or comprehensive is your place information How ? ) points of interest do you have place data for 6. How do you qualify and/or verify your place information? For example, how do you address the scenarios below: a. ? you compensate for bad addresses How do b. Do you have a way to account for recent opening and closing of locations? Device Data What are s your source 7. of device location data (i.e. data used to locate a device) and how do you ? receive that data st rd E.g. 1 a. party (O&O properties/servers), direct 3 party deal/relationship, impression/ exchange data, etc. 8. What types of device location data do you use ? a. Device GPS, cell tower/triangulation, user reported - in), user - E.g. reported (check - - Fi, IPS, beacon s, low power Bluetooth, zip - local content, centroids, (registration), Wi NFC, etc. 9. How do you identify and filter out the types of targetable location data that are not for my campaign's needs? appropriately accurate 10. How long is your location data stored/considered relevant? a. Is your device data time stamped? , how are these calculated ? If you offer dwell times b. How do you verify/substantiate that the device location data you are using is accurate? 11. of your device location data? What is the scale 12. 12 Questions Every Buyer Should Ask about Location Data |

7 Resources Basic terminology/definitions: IAB Local Committee offers definitions on location  The 2012 ’s Mobile Local Buyer’s G uide well as case studies on for using location data. technologies, and overview of the marketplace as y is another resource for detailed location technolog paper terminology MMA The 2013  definitions and use cases. Best practices/use cases/case studies Mobile Location Use Cases and Case S The 2014 IAB Guide  provides best practices, use tudies cases, and tangible case studies for brands successfully using location data in various ways. The 2014 BIA/Kelsey sponsored research on Attribution: The Next Phase in the Age of Mobile  Advertising presents cases on how some companies are using location data for mobile attribution (available for download with free registration). Ask about Location Data Questions Every Buyer Should 12 |

Related documents

The Structure and Practices of the Debt Buying Industry (January 2013)

The Structure and Practices of the Debt Buying Industry (January 2013)

The Structure and Practices of the Debt Buying Industry F ederal Trade Commission January 2013

More info »
networks-book

networks-book

Networks, Crowds, and Markets: Reasoning about a Highly Connected World David Easley Jon Kleinberg Dept. of Economics Dept. of Computer Science Cornell University Cornell University Cambridge Universi...

More info »
Law and Economics, 6th edition

Law and Economics, 6th edition

Be rkele aw y L ory rkele hol ars hi p R eposit aw Sc Be y L aw Boo ks Berkeley L 7-2016 a w a nd E conomic L ion s, 6th edit R e r t C o ot e ob r Ber keley L aw Thom a s Ule n Follow thi s and addit...

More info »
Participating in sourcing events

Participating in sourcing events

CUSTOMER 2017-02 Participating in sourcing events SAP Ariba Sourcing for suppliers

More info »
4159 better buying report final

4159 better buying report final

Better Buying Index Report Spring 2018 Purchasing Practices Performance in Apparel, Footwear, and Household Textile Supply Chains

More info »
LawReferenceBook2018

LawReferenceBook2018

California Contractors License Law & Reference Book 2018 Edition With Rules and Regulations Contractors State License Board State of California Edmund G. Brown, Jr., Governor

More info »
bluekai little blue book

bluekai little blue book

Little Blue Book December 2014 A Buyer’s Guide

More info »
General Terms and Conditions

General Terms and Conditions

Table of Contents 2014 Edition General Terms and Conditions For Petroleum Product Purchases and Sales © 2014 Valero Marketing and Supply Company. All Rights Reserved. 1

More info »
Art & Finance report 2017

Art & Finance report 2017

Art & Finance Report 2017 th edition 5 REFUGEE ASTRONAUT II © YINK A SHONIBARE MBE (2016), PHOTOGRAPHER: STEPHEN WHITE

More info »
Microsoft Word   elec mkts ms6.doc

Microsoft Word elec mkts ms6.doc

Reducing Buyer Search Costs: Implications for Electronic Marketplaces J. Yannis Bakos Stern School of Business, New York University th St, New York, NY 10012 44 West 4 (email: [email protected]; web...

More info »
Capital Volume I

Capital Volume I

Capital A Critique of Political Economy Volume I Book One: The Process of Production of Capital First published: in German in 1867, English edition first published in 1887; Source: First English editi...

More info »
Shopping Center Sales

Shopping Center Sales

SHOPPING CENTER SALE PROFILE Shopping Center:Convenience/Strip Center 85429 IRR Event ID ( ) Creekside Plaza 2344-2400 SE Green Oaks Blvd Arlington, TX 76018 Sale Date: 04/26/06 Property Identificatio...

More info »
The Visible Hand: Race and Online Market Outcomes

The Visible Hand: Race and Online Market Outcomes

The Visible Hand: Race and Online Market Outcomes ∗ Luke C.D. Stein Jennifer L. Doleac May 2010 Preliminary Abstract We examine the effect of race on market outcomes by selling iPods through local onl...

More info »
The State of Sustainability Initiatives Review 2014: Standards and the Green Economy

The State of Sustainability Initiatives Review 2014: Standards and the Green Economy

The State of Sustainability Initiatives Review Standards and the 2014 Green Economy Jason Potts, Matthew Lynch, Ann Wilkings, Gabriel Huppé, Maxine Cunningham, Vivek Voora

More info »
Segmented Housing Search

Segmented Housing Search

NBER WORKING PAPER SERIES SEGMENTED HOUSING SEARCH Monika Piazzesi Martin Schneider Johannes Stroebel Working Paper 20823 http://www.nber.org/papers/w20823 NATIONAL BUREAU OF ECONOMIC RESEARCH 1050 Ma...

More info »
UNDP Shipping Guide

UNDP Shipping Guide

Shipping and Incoterms Practice Guide UNDP Practice SerieS

More info »
Extractives Handbook 2017

Extractives Handbook 2017

United Nations Handbook on Selected Issues for Taxation of the Extractive Industries United Nations Handbook on Selected Issues for Taxation of the Extractive Industries by Developing Countries by Dev...

More info »