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While inaccurate IP-derived geolocation is easier to identify, it typically requires a third party service to do so.Takeaway: Publishers who must derive geolocation from the IP should make sure whatever mapping service they use is up-to-date to ensure accuracy.Advances in mobile advertising have allowed advertisers to target users at very specific locations with the help of reliable geolocation data.

Additionally, it helps to clean up the mobile ad space and provide a better user experience for those who are shown geo-targeted ads.On the publisher side, having inaccurate geolocation data can hurt their bottom line.When an advertiser runs a campaign that is geo-targeted at users within a certain radius, they expect a certain number of conversions under the assumption that the users are actually physically nearby.User Provided Geolocation User provided geolocation data can be passed in the ad request without designating where it originated from.The data could be GPS and may be accurate, but could also be derived from an IP address which is less regarded.

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Unfortunately, the degree to which a third party database can provide an accurate location is limited.

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  1. Since 2012, Tinder has been matching singles based on their social profiles and geographic location. Both users must “swipe right” before being matched and are then able to chat within the app.