Growing Use of Location Data for Attribution Has Marketers Questioning the Quality of that Data - eMarketer

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eMarketer Interview

Growing Use of Location Data for Attribution Has Marketers Questioning the Quality of that Data

Preview from eMarketer PRO

An interview with

David Shim

Founder and CEO, Placed

Topics: MobileMarketing

Interview summary

David Shim is the founder and CEO of Placed, a location measurement firm focused on pairing consumer behavior in the physical world with digital advertising across desktop, mobile and out-of-home. He spoke to eMarketer’s Lauren Fisher about marketers using location data to inform their cross-platform attribution insights.

Interview

eMarketer: What big trends are you seeing among clients that are using your location-based attribution services?

David Shim: One of the biggest things we’re seeing is that a lot of clients are now picking mobile first. And that people are thinking digital. They’re not necessarily going in and saying, “Here’s my mobile campaign. Here’s my desktop campaign,” and this has really pushed the omnichannel approach and pushed to have a single currency across everything.