The percentage of mobile ad inventory containing location data has grown from approximately 10% in 2012 to over 67% in 2014. That growth is due in large part to advances in location targeting technology and advertiser demand for location data. However, technology continues to advance and advertisers are increasingly seeking not just location data, but rather, highly accurate location data. This paper was written to help mobile app and mobile web publishers gain a better understanding of location data and the monetary benefits of improving the quality and accuracy of location data associated with programmatic ad exchanges.

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