RE: Inmarket28 Apr 2021 12:36
Quality Location Data Becomes Most Scarce While Third-Party Verification Becomes More Important:
First and foremost, quality location data will become more scarce, more valuable, and likely more expensive, including rising CPM for precise location-based audiences, as a result of the iOS 14 privacy changes. With a higher price tag, it will become increasingly important to measure and differentiate the quality of location data investments. Data science bake-offs and trusted third-party certifications that provide data accuracy, verification, and validation will come to the forefront. Marketers who prioritize location data will scrutinize investments in order to continue buying with confidence.