We are concluding our mini-series about hyperlocal ads, and talking about where the ads run.
In the first part of the series we looked at Why You Should Be Using a Demand-Side Platform for Location Advertising, How To Use First Party Data In Advertising, How To Setup Location Advertising Campaign, Hyperlocal Advertising Campaign Setup with Factual and lastly we talk about where our ads run.
Hyperlocal data targeting is a versatile platform of data signals that gives advertisers the opportunity to reach people based on the places we all go in the physical world.
The target serves up ads based on where a person currently is, where they have been recently, and where they go in a combination of behavioral factors.
Once the targeting is setup the ads are delivered to users on mobile devices.
The reason ads are delivered on mobile devices, primarily, is because most location data is tied to mobile tracking.
Mobile data is captured in a few different ways, most often tied to an app that is tracking location activity.
When an ad call comes in, often, the ad call will include some data about where the user is.
Prior to hyperlocal data collection, these data sets delivered country, state, city, and zip code data. But, with hyperlocal targeting, we see latitude and longitude coordinates.
Most latitude and longitude coordinates are captured through mobile devices. So, most of the hyperlocal ad delivery will happen on mobile devices, with preference for in-app data, followed by mobile web.
In app ad delivery is when an ad is delivered to a user in an app.
Mobile web ad delivery happens when a user goes to their mobile browser, like Safari or Chrome, and is on a website optimized for their mobile phone.
Here are some examples of how the ads look when they are delivered to users.
As we show you these examples, there are a few key things to note. Unless you are the advertiser, or a technology company in the programmatic ecosystem, you won’t know directly that ads are being served because of hyperlocal data.
Ads that are delivered to consumers are based on hundreds of thousands of targeting parameters. Location targeting is one signal type.
Secondly, the ads rotate based on an auction, which we’ve covered in past videos about the programmatic landscape.