Dstillery Awarded Patent for Determining Geodata Authenticity
NEW YORK, Feb. 11, 2019 (GLOBE NEWSWIRE) -- Dstillery, the leading applied data
science company serving the marketing & advertising industry,
today announced that it has been awarded a patent for “evaluating
authenticity of geographic data associated with media requests.”
The patent recognizes Dstillery’s exclusive ability to filter out
inaccurate location data from mobile devices, ensuring that only
high-accuracy location data is used in Dstillery’s audience
building, actionable insights, and geospatial analysis tool,
The availability of location data derived from mobile devices has expanded marketers’ understanding of consumer behavior, while mobile advertising itself has reshaped the entire marketing landscape. Mobile ad inventory is more valuable when it comes with an attached location, incentivizing app developers to include lat/long data whenever possible. As a result, lat/long coordinates are often included with media even when accurate data is unavailable. Using this bad location data provides little value, resulting in imprecise targeting and erroneous insights for the advertiser.
“The problem of detecting which location data points are trustworthy and which are sloppy--or just plain fake--is inherently difficult. A lat/long comes in, and it does indeed correspond to a real point on a map, so how can you tell if it’s the actual location of the user?” said Melinda Han Williams...