The Role of Maps in an Era of Sophisticated Location Targeting

The Role of Maps in an Era of Sophisticated Location Targeting

It’s a hot bed of real-world data

“Our advertising partners often wonder, who is actually clicking on their ads? Where are their customers coming from? And how does this compare with the population of the US?"

eMarketer’s Yory Wurmser taps Peter Lenz, Dstillery's Senior Geospatial Analyst, for his expertise on the power of location-based advertising and the importance of data providers having fresh data. “You need to be vetting how good their location data is and how far back they’re looking at it. Seasonality in the location data world is as important a thing as you can get.”

Peter Lenz, Senior Geospatial Analyst, spoke with eMarketer’s Yory Wurmser about how advertisers are using data from maps to reveal trends and improve ad targeting, and what they need to watch out for while doing so. Lenz was interviewed as part of eMarketer’s July report, “Maps and Navigation Apps: Discovery, Exploration Features Ope Up Ad Opportunities.”

Read the interview on eMarketer, Inc.