Ad targeting myths
October 14, 2025
Ad targeting myths
GPS-based ad targeting has only ~5m accuracy, with 57% of location data in bid requests wrong by over a mile.
- Location data cannot target specific gates or stores at scale, despite vendor claims of custom polygons around locations.
- Civilian GPS accuracy is identical to military devices at ~5m, with indoor use and signal issues reducing reliability further.
- Ad tech vendors pad limited datasets as publishers prefer keeping data for their own use rather than selling to third parties.