“The Sell-Sider” is a column written by the sell-side of the digital media community.
Today’s column is written by Jeremy Steinberg, Senior Vice President of Digital Ad Sales for The Weather Company.
One of the most important tasks I have in my role as the head of a digital ad sales team is increasing mobile revenue. How can I do this? My plan is to use location as the new cookie.
Location data is relevant to a moment. It’s personal, but not too personal – a privacy-friendly alternative to the cookie. Location is digital but bridges the real world. It’s specific and reliable; there are 44,000 ZIP codes in the United States. And location encompasses both where you are now and where you’re going later.
Location is also one of the few targetable attributes on a phone. If you want to provide a marketer with a solution to reach all your consumers across all your platforms, you need location data. Not much else works.
But location in and of itself is not enough. Here’s what else you need to take your mobile business to the next level: