For location-based marketing, getting accurate data is highly dependent on precise location. At the moment, the average radius is not very optimal, and there tends to be a lot of waste. There are, however, ways that we can make that better, and Joao Machado, director of mobile at OMD, has some ideas as to how to do that. He talks to iMedia about what the industry can do to make location-based data more beneficial for everyone.
Article written and video edited by media producer Brian Waters.