IN APP VS. MOBILE WEB

HOW DO YOU USE THE MOBILE INTERNET ON YOUR SMARTPHONE?

37%FAVOR APPS

30%FAVOR

MOBILE WEB

33%PREFER APPS AND MOBILE

WEB EQUALLY

MOBILE LOCATION ACCURACY SOURCE: THINKNEAR® BY TELENAV

ACCURATE LOCATION DATA:

THE AUDIENCE YOU WANT

FOR EXAMPLE, ON-THE-GO MOM LOOKING FOR A QUICK PLACE TO GRAB COFFEE

HIGHER ENGAGEMENT

YOUR AD IS RELEVANT TO WHERE THE CUSTOMER IS RIGHT NOW

BETTER VALUE EXCHANGE

GIVE THE USER AN AD THAT PROVIDES VALUE WITH LOCAL CONTENT SUCH AS

ENTERTAINMENT, RECOMMENDATIONS, OR DIRECTIONS TO NEARBY STORE LOCATIONS

LOCATION DATASOURCE: NINTHDECIMAL; FOURSQUARE

WHY USE LOCATION DATA?SOURCE: THINKWITHGOOGLE.COM; VERVEMOBILE

RETAILERS USING

LOCATION-POWERED

ADS SAW A 74% LIFT

IN FOOT TRAFFIC

35% OF MOBILE

CONSUMERS MAKE

PURCHASES ON

THEIR SMARTPHONE

RETAILERS USING

LOCATION-POWERED

ADS SAW A 56% LIFT

IN VISIT FREQUENCY

32% CHANGE THEIR

MINDS ABOUT

BUYING A PRODUCT

WHILE IN STORE

AS A RESULT OF

RESEARCHING ON

THEIR SMARTPHONE

66% VISIT THE

BUSINESS, EITHER IN-

STORE OR ONLINE,

AFTER A LOCAL

SEARCH

94% LOOK FOR

LOCAL INFORMATION

ON THEIR

SMARTPHONE 90%

OF THOSE PEOPLE

TAKE ACTION AS A

RESULT

MOBILE LOCATION ANALYTICS SOURCE: THE WIRELESS REGISTRY FOR THE FUTURE OF PRIVACY FORUM

ADOPTED BY 11 MOBILE LOCATION ANALYTICS FIRMS SUCH AS AISLELABS, EUCLID AND PATH INTELLIGENCE, FACILITIES SUCH AS AIRPORTS,

STORES AND HOTELS USE MOBILE LOCATION ANALYTICS (MLA) TECHNOLOGY TO UNDERSTAND THE TRAFFIC PATTERNS OF PEOPLE IN

THEIR VENUES. BY LEARNING AND USING INSIGHTS, SUCH AS HOW LONG CUSTOMERS STAND IN LINE AND HOW THEY GENERALLY MOVE

AROUND AN AREA, THESE FACILITIES CAN ENHANCE OPERATIONAL EFFICIENCY AND IMPROVE USER EXPERIENCE.

LOCATION ADSERVING FLOW SOURCE: JUICE MOBILE

1. A CONSUMER OPTS INTO SHARING LOCATION WHEN THEY

DOWNLOAD AN APP, AND HAS BROADER CONTROLS ON HOW

THEY MANAGE LOCATION SERVICES ON THEIR DEVICE

2. THE LATITUDE/LONGITUDE AT THE TIME OF AN AD CALL PASSES

THE COORDINATES AND DEVICEID TO ADVERTISERS BIDDING ON

DISPLAY AND VIDEO IMPRESSIONS

3. THE DATA PASSED IS ANONYMIZED AND CAN BE STORED FOR

FUTURE USE

4. AN ADVERTISER BUILDS A GEO-FENCE WITH A CUSTOM RADIUS

AROUND A LOCATION OF INTEREST

5. AN AD IS SERVED TO A CONSUMER ONLY IF THEY ARE

CURRENTLY INSIDE THE GEO-FENCE (IN MARKET) OR WERE

RECENTLY INSIDE THE GEO-FENCE (HISTORICAL BEHAVIOR)

DATA SOURCED FROM OWNED

AND OPERATED PROPERTIES ON

THE WEB, PUBLISHED APPS ON

MULTIPLE OPERATING SYSTEMS,

AND FROM PARTNERSHIPS WITH

APPLICATIONS AND MOBILE

EXCHANGES.

SOCIAL SIGNALS – FRIENDS

ACTIVITY AT A PLACE, TIME OF

DAY, PROXIMITY TO A VENUE,

PERSONAL ACTIVITY AT A

SPECIFIED LOCATION, WHETHER

OR NOT THAT PLACE IS OPEN OR

CLOSED AT THE TIME, AND THE

OVERALL PROCLIVITY TO MATCH

THE PLACE TO THE NEEDS AND

OBJECTIVES OF THE CAMPAIGN AT

HAND.

1STPARTY

DATA SOURCED FROM THIRD PARTY BUSINESS INFORMATION,

U.S. PARCEL DATA, MAPPING API’S SUCH AS GOOGLE, AND

CUSTOM DRAWN BOUNDARIES. PARTNERS UTILIZE LAT/LONG

DATA GENERATED BY MOBILE DEVICES (COMBINATION OF DEVICE

GPS, WIFI SIGNALS, CELL TOWER TRIANGULATION, IP ADDRESSES,

ETC.) ENCOMPASSES ALL ASPECTS OF THE PHYSICAL WORLD -

BUSINESSES, RESIDENCES, PUBLIC PARKS, POINTS OF INTEREST,

ETC.

ASSURED ACCURACY BY USING A MULTI-GEOCODING PROCESS

TO LAYER MULTIPLE SOURCES OF PLACE DATA (LOCATION

DATABASES AND MAPPING SYSTEMS) TO CORRECT ERRORS,

PROVIDING CORRECT MAPPING OF LAT/LONG TO PHYSICAL WORLD

CONTEXT.

PARTNERS ALSO USE TILES, POLYGONS, OR GEO-FENCES TO

AGGREGATE LOCATION DATA. THEY ALSO UTILIZE OPTIMIZATION

STRATEGIES TO INDEX THE LOCATIONS THAT ARE DRIVING

CUSTOMER ENGAGEMENT.

3RDPARTY

IT’S TYPICAL PRACTICE FOR AN APP DEVELOPER TO ASK A USER TO SHARE

THEIR POSTAL CODE OR HOME CITY WHEN REGISTERING FOR AN APP. THE APP

DEVELOPER THEN PINPOINTS THE CENTER POINT OF THAT GEOGRAPHIC REGION.

REAL-TIME LOCATION DATA IS THEREFORE ALWAYS WRONG FOR THIS TYPE OF

LOCATION INFORMATION.

USER REGISTRATION

CELL TOWERS ARE TYPICALLY THREE-SIDED WITH A

TRANSMITTER ON EACH SIDE. LOCATION ACCURACY TO

WITHIN ¾ OF A SQUARE MILE IS POSSIBLE WHEN THREE

TOWERS ARE PRESENT AND THERE IS NO INTERFERENCE.

WHEN A USER HAS COVERAGE FROM A SINGLE CELL TOWER, OR EVEN

TWO TOWERS, THE LOCATION APPROXIMATION CAN RANGE OVER

MANY MILES. BUILDING INTERFERENCE CAN ALSO REDUCE ACCURACY.

CELL TOWERS

A DEVICE’S LOCATION CAN BE APPROXIMATED USING ITS IP ADDRESS AS

ASSIGNED BY THE NETWORK OPERATOR; HOWEVER, IDENTIFYING THE TRUE

LOCATION OF THE USER USING STANDARD NETWORK TECHNIQUES IS ALMOST

UNIVERSALLY INACCURATE.

IP

NEARLY ALL WI-FI CONNECTION POINTS HAVE

BEEN MAPPED TO A LOCATION, SO DEPENDING

UPON THE AVAILABILITY OF WI-FI NETWORKS,

TRIANGULATION WITHIN 10 TO 100 METERS IS

RELATIVELY EASY.

THE DOWNSIDE: USERS ARE NOT ALWAYS NEAR A NETWORK

OR THEY MAY SIMPLY HAVE TURNED OFF THEIR PHONE’S WI-FI.

WIFI

GPS SATELLITES MAINTAIN A CONSTANT

ORBIT AROUND THE EARTH SENDING

SIGNALS TO THE GROUND. THIS

INFORMATION ALLOWS, UNDER

OPTIMAL CONDITIONS, A

SMARTPHONE TO CALCULATE

LOCATION WITHIN A FEW FEET.

A-GPS CAN BE A BATTERY DRAIN,

SO DEVELOPERS CHOOSE OTHER

SOLUTIONS. ADDITIONALLY, WEATHER

AND BUILDING INTERFERENCE CAN

REDUCE EFFECTIVENESS.

A-GPSASSISTED GLOBAL POSITIONING SYSTEM

VIRTUAL AND PHYSICAL BEACONS ARE

INSTALLED AT A SITE AND COLLECT

DEVICEIDS WHILE CONSUMERS ARE IN CLOSE

PROXIMITY. DEVICEIDS ARE THEN UPLOADED

TO A DSP. BRANDS ARE ABLE TO USE THIS

DETERMINISTIC DATA ON EXPOSURE TO

ACTIVATION TO RETARGET A CONSUMER

WITH DISPLAY AND/OR VIDEO ADS.

BEACONS

LOCATION DATA IS NOT CREATED EQUAL

REGARDLESS OF THE SOURCE USED, LOCATION DATA IS TRANSLATED INTO LATITUDE AND LONGITUDE.

PUSH NOTIFICATIONS ARE TURNED ON BY DEFAULT ON ANDROID52% OF IOS PHONES ARE OPTED INTO NOTIFICATIONS

METHODS OF COLLECTING LOCATION DATAIN ORDER FROM MOST RELIABLE TO LEAST RELIABLE - SOURCE: THINKNEAR® BY TELENAV

OVERVIEW

LOCATION IS A CORE COMPONENT OF EVERYTHING WE DO AND MOBILE DEVICES ARE ALL LOCATION AWARE BY DEFAULT. LOCATION-AWARE

TECHNOLOGY INCLUDES SENSORS AND METHODS FOR DETECTING OR CALCULATING THE GEOGRAPHICAL POSITION OF A PERSON, A MOBILE

DEVICE, OR OTHER MOVING OBJECTS. THIS TECHNOLOGY DELIVERS THIS LOCATION INFORMATION TO OTHER USERS OR APPLICATIONS.

IF YOU USE AN ANDROID PHONE OR IOS DEVICE, YOU’RE ASKED EARLY IN THE SETUP PROCESS TO OPT IN TO GOOGLE’S LOCATION TRACKING.

IF YOU WANT TO OPT OUT, GO TO LOCATION; TAP GOOGLE LOCATION REPORTING. LOCATION HISTORY ALLOWS GOOGLE TO STORE A HISTORY

OF YOUR LOCATION DATA FROM DEVICES WHERE YOU ARE LOGGED INTO YOUR GOOGLE ACCOUNT AND HAVE ENABLED LOCATION REPORTING.

YOU CAN VIEW AND MANAGE YOUR LOCATION HISTORY AT HTTP://MAPS.GOOGLE.COM/LOCATIONHISTORY AND CAN TURN OFF LOCATION

HISTORY AT ANY POINT, BUT DOING SO WON’T DELETE YOUR LOCATION HISTORY.

MAPPED OUTMOBILE LOCATION DATA EXPLAINED