GPS data is more accurate and more reliable than IP data, yet only 14 per cent of geotargeted ads use GPS signals, according to an analysis of more than 500m digital, location-targeted impressions by location intelligence company, Location Sciences.
In releasing the results of the study, the company said that, with more brands turning their attention to the quality of location data, bad actors are faking GPS signals in the bid stream. It has identified the three most detected types of fraudulent signals that brands should be aware of:
The first is randomly-generated signals, where a random set of GPS signals are generated by a computer in any given area. The second is device teleportation, where the same device ID is spotted in two different places at almost the same time. And thirdly, hard clustering, where location signals are distributed far too evenly over the area, rather than being clustered around major cities
“The Media Rating Council is very clear that IP signals shouldn’t be used for proximity targeting,” said Location Sciences chief business officer, Jason Smith. “Arguably hotspots and fixed IPs can be used as a good call on location, but most IP signals are estimates or proxies for the location. The key for brands will be having transparency on these work arounds used by suppliers and a method of evaluating the strengths of these signals.”
You can download the report here.