This document discusses the need for increased transparency in location data used for digital advertising. It finds that 65% of ad campaigns use inaccurate location signals, 36% of publishers are fraudulent, and transparency can increase campaign performance by 40%. An example of a client saving up to 25% through verification of location data accuracy is provided. The suite of verification solutions aims to improve location media, audience, attribution, and insights. Analysis shows a 68% decrease in background location data and 24% decrease in GPS data after iOS 13 due to privacy changes, impacting data quality. Validation found only 5.4% of a QSR audience pool was accurate. Marketers are advised to focus on higher quality location signals and audiences.

2. Who are we?
Goal:
To improve business outcomes of
location marketing by increasing
the level of transparency and
insight of today’s location data
supply chain.
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3. Why is there a
need for location
transparency?

4. State of Location Advertising Findings: 2019 2
65%
of digital ad
campaigns use
inaccurate or
poor-quality
location
signals
36%
of 16,000
publishers are
fraudulent
40%
average
increase in
performance
driven by transparency

5. QSR client
Verify revealed that a large portion of the ad
impressions were delivered well outside of
Minneapolis, including other countries
18% of impressions served
125mi – 300mi away
Another 7% were served to suspicious
or questionable data signals
Up to 25% savings potential

6. Our Suite of Verified Solutions
LOCATION
MEDIA
VERIFICATION
LOCATION
AUDIENCE
VERIFICATION
THIRD PARTY
ATTRIBUTION
VERIFICATION
COMPETITIVE
ANALYSIS &
LOCATION
BEHAVIORAL
INSIGHTS

7. A Preview of
Privacy Behavior &
Marketing Impact

8. iOS 13 eases users’ ability to customize location data sharing

9. iOS 13 Adoption & Events Post iOS 13 Data Quality background
location data

10. iOS 13
%
Impact on media
quality
%
Impact on audience
and attribution

11. Slide 10
11 +jason.smith@locationsciences.com shouldn't we simply show something like this?
_Assigned to jason.smith@locationsciences.com_
Raisa Berger, 1/20/2020

12. Examples include location
derived behavioral
audiences (e.g. QSR visitors) or footfall
attribution offerings.
Examples include location
derived behavioral
audiences (e.g. QSR visitors) or footfall
attribution offerings.
68% decrease in background location data since iOS 13 release3
1

13. Slide 11
1 +christy.davies@locationsciences.com +mark.slade@locationsciences.ai I'm wondering if we want a slide after this that speaks to the
variance btw foreground and background location data, 1) how iOS13 impacts the 2) how low location relevant apps and experiences
contribute to much of the data decay? it would add a critical element to the report which is that much of the data that ISN'T being
shared now is related to iOS's previous loose requirements for location data sharing - essentially anyone could have used it, and bunch
of apps that didn't require it did - sort inflating the marketplace of location data. maybe the market is now rightsizing?
_Assigned to christy.davies@locationsciences.com_
Jason Smith, 1/10/2020

14. Only 47,977 devices or 5.4% of the audience pool is accurate
Tier 1 QSR Audience Validation

15. 24% decrease in GPS bidstream data post iOS 134
– lower quality data
100%
Inaccurate IP
24%
Quality GPS

16. Key
Findings

17. What should marketers do next?

18. Thank you

19. Report references and notes
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