Data quality starts with verifying the accuracy of a device’s location signal. There are many factors that we need to check and filter through to ensure that the lat/longs we use are geo-precise.
Centroids: Centroids are lat/long coordinates that correspond to the exact center of a geographical area including countries, states, DMAs, cities and zips. When publishers are uncertain of where a user is located, they may pass centroid data by deriving it from user IP signals. GroundTruth recognizes centroids and removes them.
Fraudulent Signals: Through an integration with 3rd-party fraud-protection provider, GroundTruth monitors its entire network and identifies and filters invalid traffic.
Randomized Lat/Longs: A publisher may generate a randomized lat/long in order to pass any location information because they are rewarded for passing ad requests with location data attached.
Carrier IP Detection: Carrier IP signals can be inaccurate because the location coming from this signal can be attached to the address of the carrier’s data server instead of the user’s true location.
Outlier Signals: Sometimes we see the same device appear in two distinct locations like Sao Paulo and Rio de Janeiro within a short timeframe, which we remove.