Adquick’s Matt O’Connor has been busy. Last week he closed a $6 million equity round to keep growing Adquick, the out of home ad sales platform. Insider asked O’Connor this question:
Will declining iphone location data create problems for out of home audience measurement?
Location data is definitely vital for creating impressions, although even right now, Geopath impressions are not real-time and are still proxies for expected impressions. I think this will have two main results:
- Because of the shrinking supply of location data the cost will logically increase and there should be new players who encourage more opted-in location sharing for various incentives (eg Placed, previously bought by Snap, built opt-in users into the tens of millions of users)
- A greater emphasis will be put on post-exposure actions: increasing site visits, app downloads, performance marketing CTRs and CPCs, and localized conversion rates, etc. All of these are more meaningful to advertisers than impressions in the first place, and will become even more so as audience data becomes less accurate and more expensive. Put another, simpler way, who sees the OOH is less important than what people are doing after seeing the ads.
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