Gravy’s ‘location data forensics’ seeks to identify, minimize fraud in programmatic bidstreams

Location intelligence company Gravy Analytics is introducing what it’ s i9000 calling “ location data forensics. ” Its purpose is to filter unreliable, inaccurate or fraudulent area data from the bidstream.

Location data often hard to rely on. Mobile ad trade bid requests including location are usually significantly more valuable than those without. That will results in a lot of questionable location information being passed in the system. The publisher or app may complete questionable or fake location simply to satisfy the bid request. According to Gravy CEO Jeff White, between forty and 80 percent of bidstream location data it sees can be either “ fraudulent or dubious. ”

White additional that the scale of the problem is mainly unrecognized by advertisers and even the particular exchanges themselves. Location data can be used for a widening array of marketing and analytics purposes: audience segmentation, offline attribution, proximity marketing, internal benchmarking plus competitive intelligence, among still other people.

Location accuracy issues more for some scenarios than other people. For example , store-visitation attribution requires a lot more precision than proximity marketing. And when you’ re buying an target audience of “ auto intenders, ” for example , you want the people who’ ve actually been on car seller lots in the past 30 days, and so on. The particular reliability of the data is critical — garbage in, garbage out.

Suppressing ‘ anomalous’ location signals. There are various sources of location data that make their own way into the bidstream: cell-tower triangulation, GPS, Wifi signals and other resources. Then there’ s fraud plus spoofed location. Gravy’ s Whitened says that the company is providing complete transparency to its partners encircling every location-data signal and resource, which can be audited if desired. The machine learning algorithms will individual valid signals from dubious types. (Nearly all of Gravy’ s competition also say their proprietary technologies ensures accurate location data. )

White says the machine will help the company’ s companions, including DSPs and DMPs, “ suppress anomalous location signals. ” He added that Gravy will begin blacklisting publishers, apps, locations plus devices that are found to be poor or inaccurate. These will be strained automatically.

Why you ought to care. Location information is an increasingly critical ( and controversial ) component of mobile and programmatic marketing. Inaccuracy and fraud have affected location in programmatic inventory because the beginning. Multiple companies have been seeking to educate online marketers about the problem. Using its new location data forensics, Gravy is trying to build more confidence in the and its programmatic partners’ location information sets.

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About The Author

Greg Sterling is a Contributing Publisher at Search Engine Land. He creates a personal blog, Screenwerk , regarding connecting the dots between electronic media and real-world consumer actions. He is also VP of Technique and Insights for the Local Research Association. Follow him on Tweets or find your pet at Google+ .

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