There is a lot of confusion that exists about location data. Although the concept has been around for a while, the mobile advertising and marketing industries have a habit of making claims and conflating ideas so often that it becomes difficult to understand what is real, what is possible, and what is completely unfounded.

Gimbal's Definitive Guide to Location Data is a deep dive about how location technology works, the valuable data it generates, and where it can be applied.

Locaid CEO, Rip Gerber, recently sat down with Derek Johnson, founder & CEO of Tatango  to talk about the explosion of mobile marketing over the last couple of years. Tatango is an interesting company in the SMS marketing space. I’ve been speaking with  Derek and his company for a few months now and have been impressed with their early market traction with location-based SMS campaigns.

There are a lot of misconceptions out there and a lot of misleading language about Geofencing. This post is designed to clear up any questions you may have and to compare and contrast App-based Geofencing and Network-based Geofencing.