Although location data is a relatively young industry, there are a variety of technologies and approaches that different companies have taken. Two of the most common ways that location data is collected are:
Bidstream and SDK are not the only ways to collect location data, but they represent the basic balancing act at the heart of the industry: quality vs. quantity. Whereas bidstream presents an appealing quantity of data, quality is not always guaranteed. Conversely, SDK offers the possibility of extremely high quality data — 70% of X-Mode’s SDK-sourced panel, for example, is accurate to within 20 meters or less — but it can take some time to build out scale. While it is ultimately up to the individual marketer which approach they go with, at X-Mode we believe that the effort it takes to build out a comprehensive panel is worth it for the added quality of the resulting data.
It should be pretty clear by now that location data is a crucial asset for any marketer to add to their toolbelt. Whether it is for building custom audiences, measuring campaign performance, or launching a successful OOH campaign, location data is the secret ingredient to more effective marketing in 2020. The simple truth is that any organization that isn’t already using location should start right away.
Leave a Reply