Interactive publication
Back to the catalogueAdvertising semanticsCase 14 of 22
Location interest versus presence
'Location interest' segments (built from search, content consumption, or app category signals about a place) are conflated with physical visitation, but a user searching for a location has not necessarily been there.
Class
Case to account for
Affects
2 conversions
01
Detection
Segment provenance is content/search-derived rather than location-observation-derived, while being marketed or reported as a presence audience.
02
Mitigation
01
Label interest-based and presence-based segments distinctly in all reporting
02
Never blend interest and presence audiences into a single reported reach number
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 accuracyDestination interestExcluded-area leakageFrequency across overlapping targetsGPS noise / boundary oscillationGPS-derived location accuracyHome location inferenceIP-derived locationLocation confidence scoringLookback window sensitivityMixed-provenance channel bundlePhysical presencePooled location sources in delivery logsPublisher-declared locationRecent presenceTreatment/control contaminationWork location inference