Challenges and advantages of using GPS data in outdoor advertisement

A growing number of companies use mobility data in their day-to-day business. Especially in the area of outdoor advertising, GPS devices have been successfully applied in order to measure poster performance in recent years. Based on personal mobility traces, the quality and precision of performance measures has increased significantly. However, the usage of GPS technology poses several challenges when applied to critical business processes. We will present several challenges and solutions which we developed in the last years of our mobility research with GPS data.