With most brands now adopting mobile, it’s become essential to use location data to more effectively connect with customers. Location data doesn’t simply indicate where users are. It can be used to provide insights about audience segments and their preferences.
Mobile advertisers are willing to pay a premium for location data because of the value it brings. Five publishers that tracked online ad traffic for over a full year discovered an increase of 19% in eCPMs for requests that included GPS data, compared with those who originated from IP addresses. ......continued ...