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Historical R/F Approach - Overview
Beginning with the launch of Geopath Insights in 2019, our reach & frequency approach was built around highly aggregated, anonymous carrier data. This mobile data was used to determine average frequency and understand general home locations, which allowed us to look at the footprint of audiences in different markets.
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In 2021, data releases accounted for travel pattern changes due to the Covid-19 pandemic. Reduced traffic volume, combined with existing reach & frequency methods and assumptions about trip frequency lead to outputs that were misaligned for some packages of inventory. Upon discovery, Geopath immediately began exploring options to enhance its reach & frequency methods with device-level mobile location data.
New R/F Approach - Overview
Geopath’s reach & frequency approach has been, and will continue to be, an iterative process; as new data and technology resources become available, the approach is subject to incremental enhancements. Most recently, the shift from surveyed data to observed data has allowed for more precise measurement and advanced validation methods.
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