Offering prime location data could also help PubMatic increase the value of its private marketplaces, an area where the SSP company reportedly lags behind its competitors.
Other ad tech companies are attempting to monetize location data as well. Google lets advertisers show ads that are triggered by searches on Google Maps, among other location-based ads offerings. YP in January acquired Sense Networks, a 10-person startup that offers location- and behavioral-based ad-targeting capabilities. And Twitter is reportedly enhancing its location-based mobile ad capabilities.
Sourcing and identifying the various types of location data that can pass through a mobile device continues to be a challenge however, with inaccuracy rates ranging from 60-80%, according to vendors and agencies.
Even though companies are developing their own methods for vetting location data, without a set of standards, it is difficult to compare or confirm the accuracy of the data, said Jason Pope, VP of AOD mobile at digital agency VivaKi.
“We believe that location is the new and relevant context in mobile,” Pope said. “The technology is getting better and more accurate all the time but there is still some work to do to ensure 100% location accuracy.”