Tunnel = a 1-mile stretch of road you own. Zone = a neighborhood-sized area of about 0.28 square miles that you own. Background = the whole member network, no geography limit. Full glossary
Definition
Geofence accuracy (billboard mobile retargeting): Geofence accuracy in the context of billboard mobile retargeting is the distance between a phone's reported location and its actual physical position when an ad platform decides whether that phone passed by a billboard. Accuracy depends on smartphone GPS quality, urban-canyon multipath effects, the platform's reliance on Wi-Fi or cellular fallback, whether a mobile advertising ID resolves at all, and whether the billboard's exact latitude and longitude is even disclosed.
A billboard mobile retargeting campaign draws a virtual radius (typically 50 to 200 meters) around a billboard's location. Ad platforms watch the bid stream for mobile devices that send a location request from inside that radius during the campaign's flight. The matching device's mobile advertising ID (MAID) is logged. Days or weeks later, when that same device shows up on a different app or website, the advertiser serves a follow-up mobile ad that references the billboard message.
The pitch is straightforward: a billboard plus a mobile retarget produces sequential exposure that out-converts standalone mobile. The lift multiples that get quoted for this trace back to industry-aggregate decks with no reachable methodology, so we do not quote one. Sequential exposure plausibly does help; how much is not something anyone at our sourcing bar has published.
The mechanics also make a lot of assumptions about location precision, and each one chips away at whatever the lift really is.
Manufacturer accuracy claims and field accuracy are different numbers, and most of the ranges quoted in geofencing sales material come from vendor and agency blogs rather than measurement. We are not going to repeat those. The one clean field measurement we can stand behind is a peer-reviewed PLOS One study of iPhone horizontal accuracy in a dense urban setting.
Everything else in this area is directional and we will say it as such: GPS is at its best outdoors with a clear view of the sky, degrades where tall buildings reflect satellite signals before they reach the phone, and falls back to Wi-Fi access-point lookup or cellular triangulation when the satellite fix is poor, with cellular being the loosest of the three. Those are physics and architecture, not percentages we can source.
Peer-reviewed field measurement. The only accuracy figure on this page with a primary source behind it
Smartphone GPS accuracy in an urban environment, PLOS OneFour loss vectors sit between the billboard and the mobile retarget. All four are real and structural. None is quantified here, because no source at our sourcing bar publishes a rate for any of them, and a made-up number would be worse than an honest description.
If you're an HVAC contractor running a billboard on I-95 paired with mobile retargeting, the platform may report that X thousand mobile devices passed your board. The honest read on that number is:
A separate question buyers ask about billboard retargeting is what the impression cost looks like once the campaign is running. The honest answer starts by throwing out the CPM ladder that circulates in agency planning decks. The primary cross-channel comparison is the 2025 Solomon Partners table hosted by the OAAA, with the out-of-home lines drawn from executed contracts rather than asking prices.
Read that table before anyone sells you a board on price. Out-of-home bulletins run $3 to $10 per thousand and posters $3 to $13, but social media sits at $2 to $8 and digital display at $5 to $6 on the very same table. Billboards are not the cheap channel per impression, and we are not going to claim WilDi is either: a delivery is not an impression, so the two do not share an axis.
Bulletins $3 to $10, posters $3 to $13; social $2 to $8 and digital display $5 to $6 on the same table
Solomon Partners / OAAA Major Media CPM Comparison, 2025SSP and DSP fees, Q3 2025, web and mobile excluding CTV. Programmatic DOOH inherits the same structure
ANA Programmatic Transparency Benchmark, Q3 2025, with TAG TrustNet and FiduciaTrueAdSpend, Q3 2025, web and mobile excluding connected TV; productivity loss a further 26.1%. Last quarter the ANA itemized that cut; current all-environments headline 45.1% (Q2 2026)
ANA Programmatic Transparency Benchmark, Q3 2025, with TAG TrustNet and Fiducia| Line | Published CPM | What you actually buy |
|---|---|---|
| Out-of-home bulletins | $3 to $10 | Solomon Partners / OAAA 2025, from DOmedia executed contracts. Your creative on the face for the flight. |
| Out-of-home posters | $3 to $13 | Same source. Smaller formats, typically surface streets rather than highway. |
| Transit shelters | $2 to $8 | Same source. Street-level, pedestrian-weighted exposure. |
| Digital place-based | $7 to $16 | Same source. Screens in venues, where the buy is a share of a rotating loop rather than the whole screen. |
| Digital display (for comparison) | $5 to $6 | Same table. At or below bulletins, which is why the cheapest-per-impression pitch for OOH does not hold. |
| Social media (for comparison) | $2 to $8 | Same table. The lowest range on it, alongside transit shelters. |
| Jacksonville traditional board (market listing) | $5 to $12 blended | AdQuick 2026 guide, marketplace asking prices: static bulletins $1,800 to $6,500 and posters $800 to $2,200 per 4-week flight, junior posters and bus shelters from about $450, production $400 to $1,400 per unit. Alluvit reads the 67 most popular Jacksonville boards at $3,993 average and a $3.30 CPM. Secondary sources, not benchmarks. |
| Jacksonville digital board (market listing) | $5 to $28 | AdQuick 2026 guide, marketplace asking prices: freeway digital $5 to $12, downtown LEDs $12 to $22, JAX airport screens $15 to $28, programmatic exchange $4 to $11. About 8 seconds of exposure every 64 to 80 seconds. Secondary source. |
WilDi Maps replaces the impression-and-retarget model with Cost Per Verified Delivery (CPVD): from $0.25 per delivery to an opted-in person's phone as they drive through a tunnel you own. The rate follows the account's monthly deposit tier, $0.25 at Enterprise ($3,000 and up), $0.32 at Pro ($1,000 and up), $0.40 at Local ($250 and up), $0.50 at Starter, with tunnels and zones priced above the background rate. Each delivery is GPS-verified at the device, not inferred from a bid-stream proximity guess.
The architectural difference is who owns the location signal. In billboard mobile retargeting, the platform infers location from a third-party SDK's bid request and pays an exchange to bid against guessed proximity. In CPVD, the operator's own application reports the device's GPS position, in real time, through infrastructure WilDi controls. There is no exchange, no identity-matching step and no bid-stream latency. This is not a claim to be cheaper per impression: there is no impression, and a delivery is not a lead either.
For the full breakdown on where ad budget gets siphoned in the standard model, see What is the Middleman Tax?
The product
WilDi Maps is not a single flat-rate product. You pick the tier that matches how local you need to be. All three are GPS-verified per claim, with no auction, no exchange rake, no Middleman Tax.
1-mile road strip
Premium
Hyper-local, just-in-time
Claim a one-mile stretch. When a member enters the strip, they get a just-in-time message, perfect for emergency services, on-route specials, and anything where being right there now beats brand awareness later.
Best for
0.28-square-mile area
Premium
Hyper-local, area-based
Claim a one-square-mile block, not tied to a single road. Catches the residential cluster, retail district, or industrial park where your work actually lives. Same just-in-time delivery as tunnels; different geometry.
Best for
City-wide rotation
From $0.25
per claim, tier-based
City-wide brand presence on rotation. Highest reach for the budget; best when familiarity beats precision. Per-delivery rate drops by tier (Enterprise: $0.25 / Pro: $0.32 / Local: $0.40 / Starter: $0.50). See /pricing for the live rate card.
Best for
What the member gets when an ad is claimed
If the member wants to act on the ad, the app navigates them straight to the advertiser's location.
Click-through to any URL: ordering page, brand site, blog post, lead form.
Open a specific page inside the WilDi app: promo details, daily specials, claim instructions.
See the full pricing breakdown on the pricing page.
Geofence accuracy is how close a mobile ad platform's reported device location is to the device's true physical position. The one figure with a primary source behind it is a peer-reviewed PLOS One field study that measured 7 to 13 metres of iPhone horizontal error in a dense urban environment, which is the environment most billboards sit in. The tighter numbers that circulate for clear-sky and assisted GPS come from vendor and agency blogs rather than measurement, so we do not quote them. Directionally: accuracy is best outdoors with a clear view of the sky, degrades where buildings reflect satellite signals, and degrades further when the phone falls back to Wi-Fi lookup or cellular triangulation.
Less accurate than the marketing claim, though nobody at our sourcing bar has published a number for the combined chain and we will not invent one. What is documented is the stack of losses: peer-reviewed iPhone horizontal error of 7 to 13 metres in the dense urban settings where billboards live, devices that never resolve to a retargetable advertising ID, bid-stream latency, and DOOH networks that do not publish exact screen coordinates so the fence gets widened on purpose. A 50-metre geofence radius around a billboard does not produce 50-metre precision in who actually saw the board. It captures everyone the platform's bid stream guesses might have been near it, which includes passengers, out-of-market motorists, non-buyers and devices that can never be followed up.
The commonly given reason is competitive: publishing exact coordinates would let rival networks reverse-engineer inventory and flight schedules. Whatever the motive, the effect on a buyer is the same. Mobile proximity targeting becomes a looser estimate, because the geofence radius has to be inflated to cover a screen whose position you were not told, and that dilutes the precision you were sold.
Cost Per Verified Delivery (CPVD) is a pricing model where you pay a fixed rate per delivery, set by your monthly deposit tier rather than by an auction: $0.25 per background delivery at Enterprise ($3,000 a month and up), $0.32 at Pro ($1,000 and up), $0.40 at Local ($250 and up), $0.50 at Starter. Tunnels and zones cost more than background. Each time your message is delivered to an opted-in phone moving through a tunnel that is yours, the delivery is GPS-verified at the device, not inferred from a third-party bid stream. There is no auction, no exchange rake and no identity-matching step. A delivery is not a lead and not an impression.
Probably, and we cannot tell you by how much. The lift multiples that circulate for this workflow come from industry-aggregate decks with no reachable methodology and no published sample, so we do not quote a figure. What is worth saying is a caveat that applies to any such number: whatever lift exists was measured against a baseline that had already absorbed the accuracy losses on this page. You are buying the imprecise version of the workflow, so any lift you see is the imprecise version's lift. GPS-verified delivery at the device is a different architecture, not a tuning of this one.
The primary cross-channel comparison is the 2025 Solomon Partners table hosted by the OAAA, with the out-of-home lines drawn from executed contracts. It puts bulletins at $3 to $10 CPM, posters at $3 to $13, transit shelters at $2 to $8 and digital place-based at $7 to $16. Two lines on the same table matter just as much: social media at $2 to $8 and digital display at $5 to $6, at or below billboards, which is why nobody should buy OOH on a cheapest-per-impression pitch. In Jacksonville specifically, the AdQuick 2026 guide's marketplace asking prices put traditional boards at a blended $5 to $12 CPM and digital at $5 to $12 on freeway bulletins, $12 to $22 downtown and $15 to $28 at JAX airport, with about 8 seconds of exposure every 64 to 80 seconds. Alluvit's cross-section of the 67 most popular Jacksonville boards reads $3,993 average per 4-week period at a $3.30 CPM. Those are asking prices from marketplaces, not benchmarks. If the buy runs programmatically it also inherits the programmatic fee stack, which the ANA measured at 26.9 percent of the ad dollar in Q3 2025 on web and mobile excluding CTV.
Fewer than the platform's reach number implies, and no source at our sourcing bar publishes the share. A retarget needs a mobile advertising ID that persists from the drive-by to the follow-up ad, and some devices never produce one, either because the user declined tracking or because the publisher SDK did not pass it. Match-rate ranges quoted in sales material have no published methodology behind them, so we do not repeat them. The rest of the accuracy chain is real regardless: peer-reviewed measurement puts iPhone horizontal GPS error at 7 to 13 metres in dense urban environments, and many DOOH networks do not publish exact billboard coordinates, so the geofence radius is widened to compensate.
Billboards work for brand awareness on a national CPG-style budget. For a local service business measuring customer acquisition cost, the problem is not price (Solomon Partners puts bulletins at $3 to $10 CPM, competitive with digital display at $5 to $6) but the unit and the measurement. Geopath, which defines the OOH impression, says impressions include passengers and duplicated views and are the gross count of exposures rather than the number of people who see the ad. Layering mobile retargeting on top adds inference rather than removing it. A fixed-rate verified delivery to a chosen tunnel is a different unit that you can actually count; we have not run a published CAC comparison across verticals, so we do not claim one.
Geofence platforms buy auction impressions and infer location from bid-stream data, which is often hundreds of meters off and exposed to bot traffic. WilDi owns the delivery infrastructure end to end: the location fix comes from the person's own phone, the rate is fixed, and there is no middleman taking a cut.
The Starter tier opens with a $50 deposit, and that deposit becomes your ad budget. Background deliveries on Starter run $0.50 per verified delivery, so the first deposit buys 100 GPS-verified deliveries to the phones of real local people out on the road. There is no auction and no platform fee stacked on top.
Four public tiers: Starter ($50 minimum deposit, background only), Local ($250, up to 2 tunnels and 1 zone), Pro ($1,000, up to 8 tunnels and 5 zones), and Enterprise ($3,000, up to 25 tunnels and 15 zones). Per-delivery background rates step down by tier, from $0.50 on Starter to $0.25 on Enterprise. An Agency tier is available through sales.
One verified delivery of your offer to the phone of one real person who was physically inside your chosen geography at that moment, confirmed by GPS on the device itself. That person also taps to acknowledge the offer, so a delivery is never an invisible impression. Bots, background tabs, and off-screen impressions cannot generate one. You are billed only when a verified delivery happens.
About this analysis
Written by Timm Ross, founder of WilDi Maps · Jacksonville-based · Veteran-owned. Sources are cited inline; we update the numbers when the underlying research updates.
Published · Last updated
More about Timm RossFixed from $0.25 per GPS-verified delivery. No auction, no bid stream, no Middleman Tax.
