Ad requests containing location data are booming, new research suggests.
From 2015 to 2016, such requests rose 170%, according to mobile ad exchange Inneractive, which based the findings on an analysis of its own mobile ad traffic.
Last year, the firm also found a 20% increase in eCPM for ad requests that included GPS data, among five of its top publishers.
In total, Inneractive said it examined their mobile ad traffic based on around 800 million unique monthly users, worldwide, and more than 2.5 million ad requests processed every minute.
