Interactive publication
Back to the catalogueAdvertising semanticsCase 11 of 22
Home location inference
Inferred 'home' location (typically the most common overnight device location over N days) can be wrong for shared devices, frequent travelers, or short observation windows, misassigning the household cell.
Class
Case to account for
Affects
1 conversion
01
Detection
Overnight location observation count below the minimum threshold for a stable home inference, or two candidate locations with similar visit frequency (ambiguous).
02
Mitigation
01
Require a minimum number of overnight observations across a minimum date span before inferring home
02
Flag and suppress ambiguous dual-candidate inferences rather than pick one arbitrarily
03
Affected conversions
PointH3
OPENMore in Advertising semantics
Bidstream truncationCarrier NAT / multi-family IP poolingCorridor boundary oscillationCross-device location stitchingDeclared resolution exceeds input accuracyDestination interestExcluded-area leakageFrequency across overlapping targetsGPS noise / boundary oscillationGPS-derived location accuracyIP-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