The Mobile Marketing Association (MMA) produced this week an interesting webinar featuring Jonathan Lenaghan, Chief Scientist at PlaceIQ. In this webinar he explained in details what are the challenges of location accuracy in mobile advertising.
Lenaghan clearly explains how the location data is generated by the phone, how it is made available to the app, and how this is finally passed to ad networks, detailing the problems that can happen at each stage.
Lenaghan is then pointing out how these inaccuracies can be mitigated and how his company is also fighting fraudulent data that has also become a large part of inaccuracies.
Watch the webinar below: