""When we started 12 years ago, location data was really just a niche tool used for proximity targeting," he says. "Now, it's a core intelligence layer that fuels the entire programmatic value chain - from analytics and planning to activation, measurement, and attribution.""
""Identity is fading, and online identifiers are fragmented," he says. "Location remains a powerful, privacy-compliant signal that can be applied across many types of media, including out-of-home and ID-less inventory." "It's not just about targeting; it's about delivering real outcomes," he adds. "Retailers, for instance, can optimise towards KPIs like in-store visits and conversions.""
Location data evolved from a niche proximity-targeting tool into a core intelligence layer powering analytics, planning, activation, measurement, and attribution across programmatic advertising. In a privacy-first, cookieless environment, identity signals are fragmenting while location provides a scalable, privacy-compliant alternative that works across online, out-of-home and ID-less inventory. Location data links online media exposure with offline outcomes, enabling retailers to optimize toward KPIs such as in-store visits and conversions. Multiple data streams are used, including direct publisher-shared signals and geospatial context, to understand place-based behavior and deliver measurable outcomes for advertisers.
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