The always-there, always-on nature of mobile devices combined with the ability to determine precise location gives marketers the unprecedented ability to deliver relevant messages to consumers. Location data can enhance the entire marketing cycle — from developing an understanding of who consumers are, to understanding their context at the moment the message is displayed, and then measuring the impact of marketing programs.
Location data, like all data, has its own nuances and issues. For a variety of reasons, the location data available in the mobile ad ecosystem is of varying quality. This paper: