Tracy Manning of xAd draws upon her years of experience as a buyer to provide guidance on what criteria marketers should consider and what questions to ask in selecting a location data or platform partner.

1. Choosing a
Location Partner

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Tracy Manning
Director, 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

3. xAD’S PURPOSE
To get people to a better place
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4. AWARD-WINNING TECHNOLOGY COMPANY
with 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

5. Moments of truth: everywhere, all the time
High disposable income
Mom 38 years old
Workout fanatic
Bargain hunter
Urban
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6. Why it matters
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Source: BIK Kelsey, 2016

7. Apps are life’s new remote control;
Location provides critical context, experience
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8. Location is set for huge growth
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41%
Source: BIK Kelsey, 2016

9. Location-based marketing
So how do you choose
a partner?

10. Foundational Accuracy & Scale
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11. How location-based advertising platforms work
INVENTORY
Exchanges
Pubs
Listen to Billions of Ads
Identify the most accurate locations
Match the locations to places
Identify the opportunities
And serve relevant ads

12. 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:Device
GPS, 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 ACCURACY
Precision
• 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?

14. Store Polygon
Lot Polygon
Block Polygon
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Geofencing
What methodology do they use?
Radius at
Mailbox
Radius around
Store

15. Transparency
15

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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?
TRANSPARENCY
Results
• 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?

17. 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 LEADERSHIP
Insights
• 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?
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?

19. 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 & Operations
Integration
• 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?

21. Get People to a Better Place
www.xad.com
tracy.manning@xad.com
937.430.8899
21
The global leader in location
intelligence that drives sales