“The Sell Sider” is a column written by the sell side of the digital media community. Receive The Sell Sider in your inbox twice a week by signing up for the email here, and selecting The Publisher Newsletter.
Today’s column is written by Alex Linde, senior vice president of monetization at The Weather Company.
Mobile can sometimes feel like two steps forward and one step back.
On the plus side, vendors have promised location-based advertising on mobile since 1999, and just a short 15 years later, pretty much everything that marketers imagined is possible.
It is, however, a fragile thing. We’ve heard about the sketchy nature of the GPS data in the mobile exchanges, and the IAB recently released an excellent list of questions that any marketer should ask to make more informed decisions about their choice of location partner. And there are broader currents that we should be aware of that may yet shape the success of this fledgling market.
Foreground Vs. Background Location
Understanding the context in which the data is gathered is key. Most providers currently take their data from ad exchanges, and most impressions in ad exchanges come from games. By definition then, the location data is gathered when the game is in the foreground – when the game is on screen and the consumer is engaged – otherwise ad impressions would not be generated. What this means is that the marketer looking to reach consumers who have visited an auto lot has slim pickings. Consumers shopping for cars are not likely to be playing Candy Crush while deciding on life's second-largest purchase. (more…)