Interactive publication
Back to the catalogueAdvertising semanticsCase 17 of 22
Physical presence
A location signal claiming 'physical presence' may actually derive from a lower-confidence source (Wi-Fi, IP, declared) that has not been verified against a GPS dwell; treating all presence signals as equally reliable overstates confidence.
Class
Case to account for
Affects
1 conversion
01
Detection
Location source/method field is absent or not GPS-derived while the segment is labeled physical presence.
02
Mitigation
01
Require a minimum GPS accuracy and dwell time before labeling a signal physical presence
02
Carry the location source/method as provenance through to reporting
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 accuracyHome location inferenceIP-derived locationLocation confidence scoringLocation interest versus presenceLookback window sensitivityMixed-provenance channel bundlePooled location sources in delivery logsPublisher-declared locationRecent presenceTreatment/control contaminationWork location inference