Interactive publication
Back to the catalogueAdvertising semanticsCase 13 of 22
Location confidence scoring
Vendors attach a confidence score to location signals, but many downstream pipelines drop it and treat every observation as equally trustworthy, letting low-confidence noise dilute high-confidence signal in aggregate cell counts.
Class
Case to account for
Affects
2 conversions
01
Detection
Aggregation pipeline has no minimum confidence-score filter/threshold applied prior to cell counting.
02
Mitigation
01
Apply and document a minimum confidence threshold before aggregation
02
Report an audience-weighted-average confidence score per cell alongside the raw count
03
Affected conversions
PointH3
OPENRasterH3
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 accuracyHome location inferenceIP-derived locationLocation interest versus presenceLookback window sensitivityMixed-provenance channel bundlePhysical presencePooled location sources in delivery logsPublisher-declared locationRecent presenceTreatment/control contaminationWork location inference