This paper investigates the accuracy and integrity of location data within the realm of Location-Based Mobile Marketing (LBMM). By analyzing bid requests from a mid-size Demand-Side Platform (DSP), we uncover significant discrepancies in location data, which raise concerns about fraudulent or inaccurate location signals in mobile advertising.

Our study reveals that a substantial portion of location data is reported with insufficient numeric precision, leading to potential targeting errors. Additionally, we identify an abnormally high concentration of bid requests in specific areas, suggesting data manipulation. The research emphasizes the need for improved validation processes to ensure the effectiveness of LBMM campaigns and to maintain the trustworthiness of the mobile advertising ecosystem.

About Amir Mehrjoo

Amir is a PhD Student in the NETCOM Lab Research group at IMDEA Networks. This group focuses in 5G networks and SDN-based architectures. He earned his Bachelor’s degree in Mechanical Engineering at the University of Shiraz in Iran. After that, he moved to Madrid to achieve in the University Carlos III, a MSc in Business and Finance with a Marketing Specialization.

This event will be conducted in English