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Factual Launches Localised Audiences for Europe

Relevancy is no longer just a boon to ad effectiveness –– it’s a necessity. According to recent reports by GlobalWebIndex, 17% of Europeans (significantly more than in the United States) use mobile ad blockers, and frustration with irrelevant ads is the number one reason consumers go out of their way to block advertising. Location based targeting...

Goodway Group Interviews Factual on Mobile Location Data Policy Changes

In recent weeks, there’s been much discussion in the advertising community around Apple and Google’s location data policy changes. Apple’s new iOS 11 release provides additional alerting and more granular permissions for location tracking for increased transparency around applications requesting their data. Separately, Google is starting to limit the location data apps can collect from every...

Why Can't My Driver Find Me? Dissecting Location Accuracy on Mobile Devices

If you’ve ever used a rideshare app in central Boston, you may have experienced the frustration of seeing your driver going in circles, unable to locate you. As a historical city, parts of Boston have streets that resemble a clump of spaghetti — narrow and very close together. And this makes it very difficult for a...

Measurement Matters: Recapping MoPub’s Measurement Mixer at DMEXCO

Last week at DMEXCO, I had the pleasure of speaking at the MoPub #MeasurementMixer on behalf of Factual. The panel consisted of Moat and Grapeshot, in addition to Factual, and was moderated by Meridith Miller of MoPub. Amidst the lively conversation and thought-provoking questions, a few key themes arose: Measurement Defined Measurement is the impact of...

Exploring the Challenges of Location Data Privacy

The internet is buzzing with the changes that iOS11 and Android Oreo bring to location data privacy. In iOS11, a prominent blue bar may appear when an app is using GPS to get a location fix, making it very easy to figure out if an app is doing higher fidelity location tracking in the background, without...