There are 2 key data ingredients for location targeting: User Location Data and Places Data.
These two types of data must be accurate, and they must be correctly matched. This is not trivial. User location data is often inaccurate, places data is often incomplete or outdated, and the matching process is complicated.
USER LOCATION DATA
User geolocation data usually takes the form of the lat/long coordinates of the mobile device. These are captured in real-time as the user moves throughout the world.
But even accurate lat/long coordinates are meaningless without context...
Lat/long coordinates, in and of themselves, are not incredibly helpful for most targeting needs. What we really need to know is: What place (business or point of interest) is the user actually at…?
Places data––meaning accurate data about businesses or points of interest––allows us to identify the places that currently exist at specific lat/long coordinates. But quality places data must include more than a name and a lat/long. Information like the place category, hours of operation, and attributes about the neighborhood or business district are necessary to provide real context.
Additionally, quality places data must be refreshed constantly, because businesses open and close frequently.
For effective location targeting, these two ingredients (user location and place) must be accurately matched. That is, the user's location must be attributed to the correct place. This requires more than a single data point.
→ Factual has developed proprietary data assets and technologies to tackle these challenges. Click here to learn how Factual ensures quality.