Digital
Transformation
Festival


16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
6 Apr 09:00 GMT / 05:00 EST

Reimagining women’s sport…what do we need to do to change the game?

FEATURING
Tom Corbett
Group Head of Sponsorships and Media at Barclays
Eniola Aluko
Sporting Director at Aston Villa W.F.C
Gabi Mostert
Creative Director at Iris
Rebecca Stewart
Senior Reporter at The Drum

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."

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.