RE: IOS 14 and approximate location data19 Oct 2020 11:04
Can LS give that insight?
I’ve tried to transcript part of a recent conversation between Kristina Lutz and Christy Davies (Head of product LS).
Tried to because English is not my mother language.
Anyway, Christy Davies:
“And what we do is, we have a proprietary technology, we’re using a model that’s build of actual first party data and real SPK data, where we know that it is valid location data.
We’ve build a model that we can actually predict what this accuracy is and through that we also know all of these coordinates for Apples new approximate location (!, Groucho).
So we can quickly flag those devices that actually probably shouldn’t be in the audience and place them in, what we call, an insufficient bucket (!, Groucho).
So yeah, it’s definitely something marked as really you should be keen on. And again, it comes back to this thing that you’re buying a list of devices, effectively an audience segment, and you have no insight into the underlying data that has been used to build that.
And without a party like us you just not gonna have that insight and you don’t know how much you can actually trust that data”