As consumers continue to evolve the way they shop and interact with brands, accuracy has become more critical than ever for advertisers and publishers. Relationships across the ad tech spectrum now strongly depend on truth in data, and increasingly this applies not only to online data but to location-based data.
“If you’re going to work with a company that provides location-based solutions, you want to thoroughly trust their data sourcing and enrichment methods,” said Eddie Dingels, COO at location-based advertising technology company GroundTruth. “When you look at the importance of things like fraud and brand safety – that have been huge topics in our industry for a long time and that are growing within channels like CTV – the same should be considered for offline data.”
