"This prediction is intended as a wake-up call for advertisers and publishers unfamiliar with China's unique mobile market," they added. Thomas Kruse , CEO of Google , 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 location 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 had data increased by 120 % in 2015 , while those without data increased by just 42 % .
Thomas Kruse , CEO of Google , 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 location 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 had data increased by 120 % in 2015 , while those without data increased by just 42 % .