This finding is part of its second Location Score Index, an initiative to measure the accuracy of location data used in mobile advertising campaigns.
To compile this report, Thinknear sampled and analyzed data from more than one billion ad impressions and performed location accuracy tests on more than 500,000 consumer ad experiences during the quarter.
The industry Location Score increased from 49 in Q2 2014 to 55 in Q3 2014, a 12 percent improvement in location accuracy. Thinknear scores location on a 100-point scale, in which highly accurate data is scored more heavily than less accurate data. The higher the score, the more difficult it is to improve.
"Our goal in launching the first Index was to increase marketers' awareness and encourage the industry to improve the quality of data. We are pleased to see that app developers, networks and platforms selling location information are increasing the quality of that data in order to push the market forward,“ said Eli Portnoy, President of Thinknear, a subsidiary of TeleNav.
In July, the IAB published "12 Questions Every Buyer Should Ask about Location Data" and, in August, the MMA launched its Mobile Location Data Accuracy Committee.
Ad exchanges are also looking at this problem closely. Nexage is for example conducing forensics on location data sold on its Marketplace.
Thinknear is also offering its own location accuracy service to advertisers called Location Score Tags. Using a small tracking code, it provides marketers with an overall Location Score for their campaign, a breakdown of their ad impressions by proximity to the user’s true real-time location, and visualizations of their campaign's location data.