Interactive publication
Back to the catalogueAdvertising semanticsCase 06 of 22
Destination interest
Predictive 'likely to visit X' destination-interest scores are probabilistic, not observed; treating the resulting audience as equivalent to a confirmed-visitor segment overstates targeting precision.
Class
Case to account for
Affects
2 conversions
01
Detection
Segment is built from a propensity/likelihood model score rather than an observed visit event.
02
Mitigation
01
Report the underlying model's precision/recall alongside the segment
02
Use a documented score threshold, and disclose it, rather than presenting probabilistic membership as certain
03
Affected conversions
PointH3
OPENPoint+radiusH3
OPENMore in Advertising semantics
Bidstream truncationCarrier NAT / multi-family IP poolingCorridor boundary oscillationCross-device location stitchingDeclared resolution exceeds input accuracyExcluded-area leakageFrequency across overlapping targetsGPS noise / boundary oscillationGPS-derived location accuracyHome location inferenceIP-derived locationLocation confidence scoringLocation interest versus presenceLookback window sensitivityMixed-provenance channel bundlePhysical presencePooled location sources in delivery logsPublisher-declared locationRecent presenceTreatment/control contaminationWork location inference