Choosing a Location Partner

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Tracy ManningDirector, Channel Partnerships

Previously:

Card-carrying member of the #LocationNerdHerd

Head of Marketing Strategy – Telco/Cable

Director, Big Data Product Development

VP, Client Services & Marketing

Completed full RFP for location-based platform 4x over past 6 years

Key Learning: All location data & platforms are not created equally

xAD’S PURPOSE

To get people to a better place

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AWARD-WINNING TECHNOLOGY COMPANYwith the largest, richest database of location insights and opportunity

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2014 & 2015 hottest pre-IPO company (Deloitte 500, Inc 5000)

Profitable for 3rd year in a row with +100% Y/Y Growth

2015 Revenues = 125M, Dec run rate of +$250M for 2016

$74M raised from soft bank, IVP, emergence

28 patents filed, 2 granted

Operating in 10 countries

+400 xAders and growing

+100k mobile apps

+100M locations mapped

+325M Unique Users

+500B Ad Requests

Moments of truth: everywhere, all the time

High disposable income

Mom 38 years old

Workout fanatic

Bargain hunter

Urban

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Why it matters

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Source: BIK Kelsey, 2016

Apps are life’s new remote control; Location provides critical context, experience

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Location is set for huge growth

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41%

Source: BIK Kelsey, 2016

Location-based marketing

So how do you choose a partner?

Foundational Accuracy & Scale

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How location-based advertising platforms workIN

VEN

TOR

Y

Exch

ange

sPu

bs

Listen to Billions of Ads

Identify the most accurate locations

Match the locations to places

Identify the opportunities

And serve relevant ads

Matching Places with People

PLACES: POI MAPPING

In Store

On Lot

Retail Block

nearby

wider reach

PEOPLE/DEVICES: Long/Lat + Location Data Scoring

• Ad Serving• Store Visitation Attribution• Audience Creation• Insights

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Data Sources• What is the source/methodology

for obtaining or curating your Place information?

• 1st party proprietary vs. 3rd

party

• What is the source of your People/Device data and how do you receive it?

• 1stst party (O&O properties/servers), direct 3rd party deal/relationship, impression/exchange data, etc.

• What % comes from:DeviceGPS, Cell tower/ triangulation, User-reported (check-in), User-reported (registration), Wi-Fi, IP addresses, beacons, low power Bluetooth, zip - local content, centroids, NFC, etc.

FOUNDATIONAL ACCURACYPrecision• What is your approach to organizing

or geofencing places/place data (polygons, geo-fence radii, etc.)?

• How precise is your Place data?

• Ex: Are you able to discern the location of a store in a mall versus the parking lot?

• How do you qualify and/or verify your Place data? For example:

• How do you compensate for bad addresses?

• Do you have a way to account for recent opening and closing of locations?

• How do you qualify/verify/filter your People/Devices data?

• How do you calculate dwell times and/or movement?

• How do you create location-based audiences?

Comprehensiveness• How comprehensive is your

Place information (i.e. What percentage of business, addresses, or points of interest do you have place data for)?

• How comprehensive is your People/Device information (i.e. what % of apps/sites do you serve to? What volume of unique devices and/or locates are you seeing daily? Monthly?)

• Is your People/Device data time-stamped?

• How quickly can you scale additional Place or People/Device data?

Store Polygon

Lot Polygon

Block Polygon

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GeofencingWhat methodology do they use?

Radius at Mailbox

Radius around Store

Transparency

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Ad Serving

• What apps and sites do you serve my campaign to?

• Is information about the serving of my campaign available in real time?

• What methodologies are used to optimize my campaign?

• What is your process for identifying and filtering out “bad actor” apps/sites?

• What degree of accuracy is truly possible using your platform? What isn’t possible?

TRANSPARENCYResults

• Are my campaigns results available in real-time?

• What metrics can I measure? (i.e. impressions, clicks, secondary actions, store visitation, etc.)

• How are my campaign’s results visualized?

• With what level of granularity can I dig deeper into results data?

Privacy & Contractual Compliance• What is the language in your

contracts with your partners?

• What is the language your partners place in their terms of service?

• How do you and/or your partners speak to consumers about what data is collected, who it is shared with and how it is used?

• What best practices do you follow in terms of privacy & contractual compliance?

• What best practices do you follow in terms of data security?

• What practices do you uses for data joining?

• What industry organizations & committees is your company involved in?

Thought Leadership

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Education• How do you educate partners

about mobile? Location? Your technology?

• What is your on-boarding process for partners?

• What on-going support do you offer to your partners?

• What educational resources are available?

THOUGHT LEADERSHIPInsights• What is your approach to

organizing or geofencingplaces/place data (polygons, geo-fence radii, etc.)?

• How precise is your Place data?

• Ex: Are you able to discern the location of a store in a mall versus the parking lot?

• How do you qualify and/or verify your Place data? For example:

• How do you compensate for bad addresses?

• Do you have a way to account for recent opening and closing of locations?

• How do you qualify/verify/filter your People/Devices data?

• How do you calculate dwell times and/or movement?

Partnership Style• How do you collaborate with

partners for success?

• What are key partner criteria for success?

• What best practices do you recommend your partners employ?

• How do you work with partners ongoing to ensure continual evolution and growth?

Technology & Operations

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UI & Visualization• What components are available in

your UI?

• Planning

• Buying

• Au

• Analytics/Results

• Insights

• Can your UI and/or product be white-labeled?

• Can a secure instance be created for my company?

• How is data visualized and/or reported within your platform?

• How much customization is possible?

Technology & OperationsIntegration• What is the onboarding and

integration process?

• Can you incorporate my data with your data in a privacy-safe, safe haven environment?

• How can I receive, ingest or interact with your data?

• Standard UI

• White-label UI

• API

• Feed

Operations• What is your order placement

process?

• Manual vs. Automated, etc.

• How is your team structured to support us?

• What is the business model for each product/service offering?

• What are the billing terms and processes?

Get People to a Better Placewww.xad.com

tracy.manning@xad.com937.430.8899

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