the problem
Your decisions are only as good as your ground truth data.
POIs change every minute. Stores close. Restaurants relocate. New venues open. If your data lags reality by even a week, every downstream system — routing, targeting, fraud, attribution — pays the cost.
~30%
POI records go stale per year
Closures, moves, rebrands, and category drift compound silently across your dataset.
$B's
Wasted on bad addresses
Failed deliveries, misrouted ad spend, and incorrect store attribution — all rooted in the same source.
1 in 5
Long-tail venues missing
Mainstream providers cover chains well and independents poorly. The long tail is where the signal lives.
0
Source transparency
Most POI vendors won't tell you where a record came from. You can't audit what you can't trace.
How a typical POI dataset decays after release
Day 0
Month 3
Month 6
Month 12
The fix
A POI layer that updates continuously, sources transparently, and covers the long tail — not a static dataset that decays the moment you license it.