Interactive publication
Back to the catalogueAdvertising semanticsCase 18 of 22
Pooled location sources in delivery logs
Bid-stream location carries a per-impression provenance flag (e.g. OpenRTB device.geo.type: GPS vs IP-derived vs user-declared), but delivery logs are routinely aggregated across it, pooling a tight error distribution with a wide one and hiding the displacement that segmenting would reveal for free.
Class
Case to account for
Affects
2 conversions
01
Detection
Delivered-cell distributions of GPS-sourced and IP-sourced impressions in the same market and window diverge materially when segmented.
02
Mitigation
01
Preserve the location-source flag through logging and aggregation
02
Report delivered-cell distributions per source class as a standing delivery-quality diagnostic
03
Treat the GPS-vs-IP divergence as a per-campaign bound on IP displacement — noting the consented-GPS subset is small and skewed, so it bounds rather than measures
03
Affected conversions
IP lookupH3 (probabilistic crosswalk)
OPENPointH3
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 scoringLocation interest versus presenceLookback window sensitivityMixed-provenance channel bundlePhysical presencePublisher-declared locationRecent presenceTreatment/control contaminationWork location inference