AIM Flash Interviews: Eyleen Fuhrmann, Account Executive at The Trade Desk
Ever wondered what “Location Intelligence” is all about? Check out Eyleen Fuhrmann’s point of view and why she believes it is important for programmatic advertising campaigns to run successfully.
During adsquare’s latest “Audiences In Motion” event in Italy’s beautiful and vibrant capital Milan, we didn’t miss the opportunity to interview Eyleen Fuhrmann, Account Executive from The Trade Desk, and learned more about her perspective on the importance of “Location Intelligence” and its benefit for data buying entities as part of their programmatic advertising strategy.
“I think in programmatic advertising it is all about creating meaningful digital interactions and so I think leveraging on location data where we can catch the group of users in certain situations is very good, maybe when they are on a shopping spree in the city and they are really looking for certain products. It’s very good to catch the user in those kinds of situations and location data can help us achieve this.” — Elyeen Fuhrmann
According to Eyleen, location data can also help to identify areas with high foot traffic and differentiate them from areas with almost no foot traffic. Hence, location data analysis has a major strategic impact on The Trade Desk when it comes to campaign planning. One might want to push offline conversions in areas of higher traffic respectively areas with many stores whereas, in less frequented areas or areas with few stores, one might want to push for online conversions instead. A strategy based on location data analysis allows for differing approaches, depending on the type of audience and/or the region you want to reach as an advertiser.
Eyleen elaborates that clients are well aware of the complexity when it comes to the use of location data. Therefore transparency in regards to sourcing methodology, accuracy, scale or data privacy regulations is key for The Trade Desk and its clients. When it comes to offline conversion measurement, for example, The Trade Desk can rely on adsquare’s SDK derived background mobile location data to offer accurate location data at scale.
Check out the full interview with Eyleen below.
Independently of whether you are a master of location data or a newbie to this field — don’t hesitate to reach out to us via info@adsquare.com anytime to learn how we can support you as part of your data strategy.
About adsquare:
adsquare is a real-time data exchange in mobile programmatic advertising offering its partners targeting, measurement and insights solutions. In the center of operations stands the self-service Audience Management Platforms that is integrated with all leading media buying platforms.
About The Trade Desk:
The Trade Desk is one of the fastest-growing demand-side platforms in the industry by offering agencies, aggregators, and their advertisers' technology to manage display, social, mobile, and video advertising campaigns.
