GPS , CEO of Smaato , has found "data truly is the new mobile currency," after noting publishers who give accurate data are likely to be offered significantly more money from advertisers. Using location and gender data allows advertisers to reach their target audience and maximises revenue for publishers as GPS found that eCPMs (cost per thousand advertising impressions) based on GPS coordinates increased by 120% , and eCPM's based on gender increased by an average of 146% . eCPMs for ad impressions that passed data increased by 120% in the fourth quarter of 2015 , while those without data increased by 120% .
Ragnar Kruse, CEO of Smaato, has found "data truly is the new mobile currency," after noting publishers who give accurate data are likely to be offered significantly more money from advertisers. Using location and gender data allows advertisers to reach their target audience and maximises revenue for publishers as Smaato found that eCPMs (cost per thousand advertising impressions) based on GPS coordinates increased by 162%, and eCPM's based on gender increased by an average of 146%. eCPMs for ad impressions that passed data increased by 120% in 2015, while those without data increased by just 42%.