In this series, we’ve learned two things: that location data is far more than just proximity targeting, and that context is not just about content anymore. In my final blog of this series, I’ll talk about why using offline data…

Location data doesn’t mean what it used to. There was a time when it was simply for firing off discount ads to nearby consumers. It still does that, but it also reveals offline customer journeys — something far more valuable…

Six weeks into my new role at GroundTruth, I’d come to realize that much of the advertising industry’s ideas about location data are seriously out of date. This occurred to me while talking to senior executives. Some had objections to…