Location Data Accuracy

Today, our mobile devices are as indispensible to our daily lives as our keys and wallet. Just consider how often you use your phone throughout the day. From checking the weather to looking up directions to e-commerce, mobile has opened up a world of opportunities. And it’s constantly evolving. Every time you use a location-enabled application, your smartphone emits location data and receives values in return – sometimes in the form of a targeted mobile advertisement. This makes location data extremely valuable to both consumers and marketers alike. But not every reported location is delivered with the high precision and quality that PlaceIQ requires for our advanced targeting and analytics techniques – that’s where Darwin comes into play. Darwin is a robust pipeline of advertising supply sources that identifies which publishers and networks have the best quality location data, weeding out weak and illegitimate data sources. Data-based natural selection, if you will.

Download the Darwin White Paper here.