Member Info for eriesy62

Now on Proactive website.

www.proactiveinvestors.co.uk/upload/SponsorFile/File/2019_03/1553258605_2---Location-Sciences.pdf

I was at last night's session where both David Rae and Mark Slade presented. Both were very upbeat and the audience certainly receptive to their story. Whilst the principal focus of the presentation was on 'Verify' (which also included a live demo featuring an American client), the Company's commercial momentum is certainly building. Here were some key takeaways:

Current UK Data & Insight clients include Amstel, CACI, Heineken, Hyundai, Kelloggs, MacDonalds, O2, Samsung, Starbucks, Swarovski & Talon.

Verify is now being used by Deliveroo, Dentsu Aegis, Havas, Nandos, Pizza Hut & Virgin Active with the application live in Australia, France, Germany, South Africa, the UK & US.

Now up to 38 billion data points

video pitch on website by Mark Slade.

at Proactive investors on 21st March at Chesterfield Mayfair Hotel.

Both from Plunge across the way.

hTTps://streetfightmag.com/2019/03/06/poor-data-quality-is-hurting-location-based-campaigns-heres-how-to-fix-it/

hTTps://www.fourthsource.com/data/steps-to-safeguard-location-based-ad-spend-23725

Good to see your still in Arborman, we are long suffering, Erdec on ii. We may have turned a corner and hopefully be repaid for all our patience.

Weather Channel Location Data Lawsuit Signals Stormy Times Ahead

by Allison Schiff // Friday, January 4th, 2019 – 3:51 pm
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California is gearing up to be a privacy battleground in 2019.

On Thursday, the city attorney for Los Angeles filed a lawsuit accusing The Weather Channel app and its parent company IBM, of duping users into providing permission to collect geolocation data without explaining exactly how that data would be used, aka, not just for weather-related forecasts and alerts.

According to the suit, which cites an early December 2018 New York Times exposé on the location data market, The Weather Channel app’s onboarding flow ushers users into the app experience without an initial permissions prompt stating the app shares data with third parties.

It’s mainly a disclosure issue, said Warren Zenna, president of the Americas at location data verification company Location Sciences.

“It doesn’t feel like anything more than being picky about the language, which is an indication of the way things are going, that we’ll probably see more people pouring over terms and conditions,” Zenna said. “But my question is, what do they want? For a pop-up every time the app wants to do something with data?”

Granted, users can go into the app’s privacy settings to control how location data is being used, but it’s an opt-out scenario at that point. From the language of The Weather Channel’s original opt-in pop-up, which asks for permission to track geolocation data “always,” “never” or “only when the app is in use” in exchange for weather-related alerts, users have no reason, the suit argues, to believe that their data is being used for anything other than those stated purposes.

“If I’m a user and I opt in to ‘always’ share location data, I gave you permission so I can see weather alerts no matter where I am,” said Forrester principal analyst Renee Murphy. “Selling that data out the back door is not part of the contract.”

Although the California Consumer Protection Act isn’t officially operative until Jan. 1, 2020, the LA suit is what Murphy calls “a shot across the bow.” Consider it a way to kick the tires on California’s new privacy regime and to set a bit of early legal precedent.

“A tsunami is coming,” Murphy said. “District attorneys feel empowered, companies are going to get caught and there will be fines, because, don’t kid yourself, this is a way to make money – the city will get you, the state will get you and then everyone else will get in line for a class action lawsuit.”

The Weather Channel App has 45 million monthly active users, which, the suit claims, likely includes hundreds of thousands of Californians. At $2,500 for each violation, that could end up being a hefty chunk of change.

It’s usually the Federal Trade Commission that brings lawsuits citing unfair and deceptive practices. The fact that a complaint of this nature is coming from the city level is significant, because it demonstrates an unwill

“We took our cues from what happened with GDPR implementation, so we know how to move forward in 2020 to be smarter,” said Orchid Richardson, VP and managing director of the IAB Data Center of Excellence.

Of course, lack of clarity around the US data privacy situation makes prep sort of tricky. The California law isn’t set in stone yet; tech and ad industry lobbyists are advocating for a federal privacy law to try and circumvent the headache of dealing with state-driven privacy rules, and with a divided Congress, the path toward that federal reg is unclear.

With so much in flux, seems like it would make sense for advertisers to be more cautious in how they use third-party data.

But caution is not what’s needed, Richardson said.

“Advertisers just need to be more strategic in how they prepare and adjust,” she said, pointing to the booming DTC space. There’s value to be had in third-party data, despite the bad rap it often gets for murkiness and inefficiency.

“One of the things that’s helped fuel growth in the direct brand economy is how those brands have been able to enhance their first-party data with second- and third-party data,” Richardson said. “There is nothing more valuable than first-party data, but you can make first-party data better when you can add in location data or interest data and when you can add scale.”

Advertisers Will Spend More Than Ever On Third-Party Data, Despite Privacy Concerns
by Allison Schiff // Wednesday, December 5th, 2018 – 4:18 pm
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Will privacy legislation be the death of the third-party data ecosystem? Not according to the IAB Data Center of Excellence.

Marketers are on tap to spend $19.2 billion on third-party audience data as well as technology and solutions to manage, process and analyze all that data, according to a joint IAB/Winterberry Group report released Wednesday.

That’s a 17.5% year-over-year increase in spend on third-party data and related infrastructure – despite regulatory headwinds, namely the General Data Protection Regulation in Europe and the California Consumer Privacy Act on tap for 2020 in the United States.

The report is based on a combination of primary research and an analysis of public financial info published by US commercial data brokers.

To break it down, marketers increased spend on third-party data from $10.14 billion last year to $11.94 billion this year (a 17.7% boost), and grew their spend on data activation tech from $6.17 billion to $7.23 billion within the same timeframe (a 17.2% uptick).

But are advertisers kidding themselves by shelling out on data that could become privacy kryptonite? Not necessarily, said Forrester principal analyst Fatemeh Khatibloo. Third-party data isn’t “intrinsically bad,” she said.

Even as marketers are more respectful of consumer privacy, Khatibloo believes third-party data is still needed to better understand audience segments.

“That said, I do think there are a lot of heads in the sand, including the IAB’s, and I don’t think marketers or agencies are asking enough hard questions about the provenance or validity of the data they’re buying,” she said. “From a pure business resilience perspective, the industry is not prepared for the day when third-party PII isn’t so readily available.”

Forging ahead regardless

Even so, marketers are spending more on digital data than ever before. For the first time this year, spend on third-party digital data assets (up 36.9% to $3.67 billion) will outstrip spend on more old-school PII assets, such as name and physical address (up 2.5% to $3.62 billion), according to the IAB.

Marketers are also increasingly interested in data that can help them suss out identity across devices. Spend on identity-related audience data is on tap to grow by just over 50% to around $850 million.

Marketers aren’t just accelerating spend in spite of regulatory concerns, they’re spending more because of the shifting regulatory landscape. Privacy regs are sparking investment in data governance and security tech.

And another reason US companies are forging ahead with a business-as-usual approach: They’ve got time. It’s a solid year before the California law officially hits the books. They also have the benefit of observing the scene in Europe.

“We took our cues from what happened with GDPR implementation

Vancouver, Canada now own 18.0234% of the shares. What do they know.

Will take up and more.

Last bit

Kat Howcroft, Senior Media & Budget Manager at McDonald’s, said: “We’ve always suspected that location data can play a valuable role in identifying our sweet-spot audiences, but finding the right partners who can deliver in this space can be challenging. We were delighted to collaborate with Talon and OMD UK on this test and the learnings appear to be very positive. We are looking forward to further tests in 2019 to explore how ODMP can support our business objectives.”

Talon has chosen to develop a proprietary data management platform because of an ambition to better leverage digital advertising data to make advertisers’ OOH campaigns even more effective. These results show significant progress has been made, but they represent just the first step on the journey towards delivering supercharged outcomes for all OOH media investments.

ODMP launches in November 2018 and will be available to all of Talon’s client and agency partners.

Part 2

Advertisers, of course, are not interested in ‘people’ per se; they are interested in their customers and the people who have the potential to become customers. They want to know how to most effectively reach and engage them and how they behave following exposure to their advertising messages.

To provide more precise answers to these questions, Talon has developed a proprietary OOH data management platform (ODMP) which activates billions of lines of location histories data and accurate context about places of business and advertising inventory.

ODMP’s data science models give meaning to these enormous volumes of raw information, generating insights about people’s behaviours, interests, lifestyles, and their opportunities to see advertisers’ messages in the real world.

Because it has been designed especially for OOH, ODMP takes account of how on-the-go audiences really experience these messages. This means it only counts ad exposures for devices that fall within the unique visibility range of each OOH advertising unit. It also means that device-level data is never used to target individuals; it is aggregated into audience profiles for every single unit, for any time of the day or week.

As a result, ODMP provides advertisers with a deeper level of insight about location-based audiences and a more effective approach to targeting the people they really care about.

Although these may seem like bold claims, they are supported by independently produced evidence about the platform’s capabilities, having deployed them for some of the UK’s largest and most effective advertisers.

This summer, McDonald’s collaborated with Talon and OMD to understand how ODMP capabilities could help increase visits to their restaurants by finding value conscious customers and exposing them to value messages. The platform’s data science models were used to build custom audience segments, defined by recent and regular visits to McDonald’s restaurants and affordable high street retailers in the months prior to the campaign.

ODMP then determined which out-of-home ad units most effectively reached these audiences, by merging their location histories with inventory data. An effective OOH campaign was designed by combining these audience insights with Talon’s Route-powered optimisation tools, ensuring that geographical weights and distribution were maintained whilst maximising audience reach.

OnDevice, a third party research agency, was appointed as an independent measurement provider to evaluate how people behaved following exposure to McDonald’s targeted OOH advertising. They reported that the people exposed to the ODMP-optimised campaign were more than four times more likely to visit McDonald’s restaurants than those who had seen an otherwise identical campaign a few weeks earlier.

Kat Howcroft, Senior Media & Budget Manager at McDonald’s, said: “We’ve always suspected that location data can play a valuable role in identifying our sweet-spot a

Part 1

How Talon has invested in a proprietary data platform to deliver more effective planning and measurement of OOH
campaigns. By Jonathan Conway.

Automation technologies are beginning to transform how Out of Home (OOH) media is transacted, but alone they don’t answer advertiser needs for more targeted and measurable campaigns. As more advertisers begin to take advantage of the increasingly digitised OOH landscape, Talon has developed new solutions which enable them to deploy digital audience data to supercharge their one-to-many, OOH campaigns.

Location history is the raw material for data-driven OOH campaign planning and measurement. Sourced from opted-in users of mobile device applications, this data is a collection of anonymised, event-based information about the real world places that people go.

In its basic form, this information is organised around three inputs: timestamp, mobile advertising ID, and latitude/longitude. It only becomes meaningful once it is given context. The latitude/longitude 51.510153, -0.135023, for instance, doesn’t mean much until it is mapped to out-of-home inventory. The people who pass through this location are within the visibility area of one of the world’s most iconic advertising locations, Piccadilly Lights.

This data, combined with accurate context, becomes even more meaningful at scale.

A single event attached to a mobile advertising ID shows the location of a device at a point in time. Billions of location events attached to millions of IDs provide insights into how people move around their towns and cities.

6300000 is a buy at 0.0253

Outcome to be decided on the 21st November at General meeting.

This is designed to tackle the thorny issues of advertising fraud, which has burgeoned with growth in mobile phones and digital adverts.

Click-farms and bots to boost viewers among the most common forms and all told fraud is costing the industry US$50mln per day.

Verify uses machine learning and pattern recognition to detect instances of location fraud.

The product is a highly scalable platform with the potential for the global application that can be a real success and have a dramatic impact on revenues and profitability, Slade believes.

Sales on the up
Although the location data was part of the former Proxama, Location Sciences PLC is, in essence, a start-up and revenues are growing rapidly.

At September, the run rate was £70,000 per month with a target of £702,000 pencilled in for the full year.

Hitting that target will depend on how the Black Friday and Christmas periods pan out, but next year market forecasts are for surge upwards to more than £2.2mln.

After all the troubles that accompanied Proxama in recent years, some caution by investors is perhaps understandable.

Slade, though, says the disposal of most of that business has put it back on an even keel and if the growth comes through as he expects, a re-rating would seem inevitable.

The share price is a modest 0.24p, which values the group at about £5mln or just 2.3 times expected sales in 2019.

Big data in location space
A consolidation has been proposed to give the share price a more sensible base, a suggestion that presumably came from the experienced board, which includes CFO David Rae who has built and sold numerous businesses.

Location Sciences raised £412,000 for the launch of Verify but if the plans pan out as planned raising more should not be an issue.

Slade stays away from using artificial intelligence to describe what it does – “The buzzword at present” - but concedes it is the bedrock of the business.

“We are a real big data business in the location space.”

Location Sciences brings big data to bear on consumer movements
11:00 07 Nov 2018
Location Sciences has thirty billion data points it can access and is adding two billion more every month
shoppers
Monitoring 5mln mobiles to check on spending patterns
Black Friday is approaching and retailers will be keen to maximise sales with highly targeted advertising throughout the weekend-long bargain fest.

That will make it an equally busy time for Location Sciences Group PLC (LON:LSAI).

WATCH: Location Sciences Group offering new 'Verify' solution to tackle advertising fraud
The AIM-listed business has built a platform that gives advertisers a whole range of data on how effective an ad has been in getting people into shops.

Products cover out of home ads (posters), digital promotions on smartphones and tablets, raw data on consumer movements or reports with insights and analysis.

Kitchen maker Wren, for example, uses it to link footfall at its stores with its marketing activity.

Wren was one of the first high street names to sign for the platform.

In October, location planning giant CACI also signed a twelve-month contract to help clients find the best sites for new premises.

Agencies, too, are using the platform.

Talon, the UK’s largest out-of-home/ poster ad planning agency, has just agreed on a two-year contract.

Data crunch
Mark Slade, Location Sciences’ chief executive, says it is at the cutting edge of the location data and insights industry, something which would not have been possible 3-4 years ago due to the prohibitive cost of processing data.

But with cloud-based servers and virtual networks, those costs have tumbled.

Location Sciences’ platform analyses the location of millions of people through their mobile phones and crunches the data through cloud-based servers.

Next time you download an app and are asked permission for your position to be recorded, that is the information Location Sciences uses for its services.

Consent has to be given by the individual, hence the prompt, but in return, an app can usually be downloaded for free.

Location Sciences will pay the app owner for the information, which is then analysed and supplied to the advertiser or agency.

Thirty billion datapoints
At present, Location Sciences has thirty billion data points it can access and is adding two billion more every month from 5.3mln mobile phones.

That requires some serious number-crunching and Slade says artificial intelligence is at the heart of what it does.

“Our business is a combination of big data, processing power, analytics and machine learning/artificial intelligence,“ he says.

Indeed, the newness of the business means Location Sciences is probably the UK market leader, says Slade though he admits the whole concept is still in the fledgeling stages.

Identifying ad fraud
Slade, though, has global ambitions, not least for the Verify product that was launched in May.

This is designed to tack

Location Sciences brings big data to bear on consumer movements
11:00 07 Nov 2018
Location Sciences has thirty billion data points it can access and is adding two billion more every month
shoppers
Monitoring 5mln mobiles to check on spending patterns
Black Friday is approaching and retailers will be keen to maximise sales with highly targeted advertising throughout the weekend-long bargain fest.

That will make it an equally busy time for Location Sciences Group PLC (LON:LSAI).

WATCH: Location Sciences Group offering new 'Verify' solution to tackle advertising fraud
The AIM-listed business has built a platform that gives advertisers a whole range of data on how effective an ad has been in getting people into shops.

Products cover out of home ads (posters), digital promotions on smartphones and tablets, raw data on consumer movements or reports with insights and analysis.

Kitchen maker Wren, for example, uses it to link footfall at its stores with its marketing activity.

Wren was one of the first high street names to sign for the platform.

In October, location planning giant CACI also signed a twelve-month contract to help clients find the best sites for new premises.

Agencies, too, are using the platform.

Talon, the UK’s largest out-of-home/ poster ad planning agency, has just agreed on a two-year contract.

Data crunch
Mark Slade, Location Sciences’ chief executive, says it is at the cutting edge of the location data and insights industry, something which would not have been possible 3-4 years ago due to the prohibitive cost of processing data.

But with cloud-based servers and virtual networks, those costs have tumbled.

Location Sciences’ platform analyses the location of millions of people through their mobile phones and crunches the data through cloud-based servers.

Next time you download an app and are asked permission for your position to be recorded, that is the information Location Sciences uses for its services.

Consent has to be given by the individual, hence the prompt, but in return, an app can usually be downloaded for free.

Location Sciences will pay the app owner for the information, which is then analysed and supplied to the advertiser or agency.

Thirty billion datapoints
At present, Location Sciences has thirty billion data points it can access and is adding two billion more every month from 5.3mln mobile phones.

That requires some serious number-crunching and Slade says artificial intelligence is at the heart of what it does.

“Our business is a combination of big data, processing power, analytics and machine learning/artificial intelligence,“ he says.

Indeed, the newness of the business means Location Sciences is probably the UK market leader, says Slade though he admits the whole concept is still in the fledgeling stages.

Identifying ad fraud
Slade, though, has global ambitions, not least for the Verify product that was launched in May.

This is designed to tack