The Evolution of Location Data feat. Warren Zenna | Part 1 of 2
Part 1 of 2
The digital advertising marketplace remains unregulated and unmonitored, with an estimated $19 billion wasted on ad fraud in 2018. One particular area of fraud is the accuracy of location data. By 2022, location-targeted ad spend is expected to hit $38 billion in the US alone. Yet a significant chunk of that spend -- anywhere from 30% and as much as 80% -- is being wasted on inaccurate, poor quality, and fraudulent location data. Now why does this matter?
Advertisers and marketers alike attempt to not just target you with ads, but they want to serve to you the right ad, at the right moment. Time and space are vital in order personalize a customer experience. When you have bad actors, who game the system, who manipulate location accuracy and pawn it off as accurate, it prolongs the behavioral adjustment for common folks to trust that companies are doing right with our data.
But there's a new sheriff in town. Our guest today has 30 years experience not just in marketing, but specifically the Madison Avenue kind of online marketing -- you know where marketing campaigns are created with billows of cigar smoke and the rarest single barrel scotch flows like Niagara Falls.
Particular areas of expertise for our guest is mobile strategy, mobile marketing, mobile application development, SMS campaigns, among others. Currently, he serves as President of the Americas for Location Sciences, a publicly traded information services company on the London stock exchange.
He received his Bachelor's in Fine Arts from Syracuse University. Please welcome Mr. Warren Zenna.