Weve launches new location verification technology for mobile advertisers

Anne Freier | February 19, 2018

Mobile Advertising

Weve, the mobile audience data company owned by telecoms firm O2, has just launched a new location verification technology for the UK. Weve Locate compares the GPS signals from app publishers against the O2 cellular network to allow advertisers to improve their reach of target audiences. This should also boost the number of relevant ads delivered.
A new survey by BIA/Kelsey found that location mobile ad spend is predicted to account for more than 42% of total mobile ad spend in 2018. However, 65% of marketers are concerned about the quality of location data available according to Weve research. 80% of location data may be compromised.
The wrong delivery of ads is thus a great concern. For example, a marketer may be trying to target a London-based audience, but instead reaches the South-West of England.
Weve’s Managing Director, Martin Weller, explained:

“Marketers have for some time heralded the importance of mobile location in their ad campaigns, alongside a rising industry trend of mistrust in the accuracy and efficacy of location based data sources. Other location providers rely on probabilistic modelling and pattern recognition to address this, whereas Weve has an actual telco truth set to verify against.”

Weve has been busy anonymizing and pulling together audience data owned by O2. Together with location partner Axonix, it has compared the scores for app publisher GPS signals with those of phone locations near a  O2 UK cell tower to verify locations.
Having now collected millions of location comparisons, Axonix is able to index the location data source. It can score the quality of the location signals more effectively. This should help the company get rid of bad data and unreliable sources and ensure that location-based audience behaviours are evident in the campaign delivery.

“By comparing GPS co-ordinates with signals from cell towers, we can identify instances where an app publisher’s GPS signal tells us one thing but the devices’ cell tower location, its true location, tells us another,” added Axonix CEO, Simon Bailey.

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