Anindya Datta, CEO and Founder, Mobilewalla When It Comes to Understanding Consumer Behavior, Measuring Time Is of the Essence Time data is not commonly used for ad targeting, but it should be. The power of the time dimension is its ability to identify persistence of behavior. The Scale of Mobile Ad Fraud Is Frightening Poor data quality is a major problem for mobile advertisers, and marketers are forced to bear the costs of this fraud. The Myth and Reality of Consumer Data Owned by Telcos Virtually every major telco has thrown its hat into the ad tech ring. They believe they are in a position to monetize their substantial data assets to construct rich consumer profiles for advertisers, in much the same way that Google and Facebook are monetizing their user data.