Advertisers can look to reduce location-targeting budget wastage by embracing location-based mobile private marketplaces, says xAd GM

Location targeting “inaccuracy” remains an ongoing issue in the market but advertisers can look to reduce wastage by using location-based private mobile marketplaces, according to xAd's EMEA general manager, Theo Theodorou.

The company, which has provided location-targeting verification for some time, uses its technology to filter bad location signals, an average 70 per cent of which result in being removed.

XAd has bolstered its partnership with demand-side platform Pubmatic to provide advertisers and publishers with the ability to ringfence physical locations, such as around a store. They can then bid in real time on premium mobile inventory, which is contextually relevant to people while they are on the move.

The expanded partnership has also been set up to help better tie together mobile and in-store opportunities, providing the ability to geo-target potential consumers at key decision making moments that can influence visit numbers into physical store locations.

Although the ability to buy location programmatically has existed for some time, the ability to ring fence locations on a private programmatic basis on mobile is the new element the companies have introduced.

Theodorou said: “We are disrupting the market by getting people to think of mobile and signals in a different way. A lot of the big problems have been the ability to surface audiences and make the connection between on and offline. Brands want to invest in that, but it has been hard for them to do it.”

He said publishers need to regard location as a “real-world cookie”, with the ability to use device IDs to build contextual understanding of the person.

“Location and context is just as powerful as a sports channel on Sky Sports, or a contextual page on a premium site.

“You might want to set up a private marketplace around certain locations – could be a retailer, grocer or coffee shop – that will ringfence a certain amount of impressions per month in a private marketplace that that advertiser can then bid on,” he said.

Meanwhile he also referred to the fact that advertisers are potentially wasting “a huge amount of money” on location targeting. “Lots of ads are not sent to the right locations, it’s a known issue everyone is trying to address."

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