Location Data Sources

Software Development Kit (SDK)

SDK are codes that app developers put into their applications.

These codes tells the app to collect location data from the device it is installed on.

These codes requires express user permission to collect location information.

Data collected by SDKs have the potential to be very accurate and insightful, user's daily habits can be tracked which may uncover deeper insights for businesses.

However, the biggest challenge with SDK method is in achieving scale.

Bidstream

Bidstream data is data collected from the ad servers when ads are served on mobile apps and websites.

Bidstream data is one of the easiest type of location data to obtain and scale.

However, the quality of Bidstream data can be a mixed bag. In general, most bidstream location data is incomplete, inaccurate, or illegitimate.

All the data passed with a bid request is called bidstream data. It originates from the publisher’s website or app with basic details related to ad units like URL, device type, IP address, and ad format. None of the users’ PII (Personally Identifiable Information) is exchanged using bidstream.

Even if the advertiser doesn’t win the impression, the bidstream data will remain stored until deleted manually.

For targeting purpose, a publisher is likely to share the following data with advertisers in the form of bid request:

• Location (IP address, ZIP code)

• Device (type , model, screen size, CPU speed, OS, connection)

• Ad related data (publisher’s URL, ad unit size and format)

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Beacons

Beacons are hardware transmitters that can sense other devices when they come into close proximity.

The location data collected by Beacons is very accurate, beacons can also collect very detailed data such as name and birthdays, which can be very valuable to businesses.

Since Beacons are hardware, they have to be purchased and installed at locations businesses want to track.

Therefore, as with SDK data, it can be challenging to achieve scale through this method.

Wi-fi

Wi-fi enables devices to emit probes to look for access points.

These probes can be measured to calculate the distance between the device and the access point.

The precision of Wi-fi location data is entirely dependent on the Wi-fi network it is built on.

Point of Sales

(POS)

POS data is data that stems from consumer transactions. This data usually contains adjacent information such as purchase items, amount spent, and method of payment, which can provide valuable information to businesses.

Because POS data is decentralized, it would be difficult to match multiple data sources through this method.

POS data also only captures customers who have made an in-store purchase, and does not capture information on people who entered the store but did not buy anything.

Point of Interest

(POI)

POI data refers to data points about specific locations that people might find useful or interesting.

POI data is typically used together with other types of location data to derive insights and better understand consumer traffic and behaviour.

How Do I Get Location Data?

Most businesses usually purchase location data or location data feeds from data providers. As they do not have the time, resource, and expertise to collect location data.

However, businesses should be aware that the quality of data from each data provider will vary. Data providers that specialise in providing location data tend to have higher quality data, while the more general data vendors might not have the expertise to provide good quality data.

Due to the nature of data, it is near impossible to verify if a provider is selling authentic data. Businesses should assess the credibility of the data provider to avoid purchasing poor quality or even fake data.

Quality location data is important as it correlates with the accuracy and reliability of the findings and insights. Bad data can result in false findings, which causes businesses to waste lots of time, effort, and money.

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