Mobile Publishers Still Messing Up With Bad Location Data

Quality of location data has not improved in the last 4 Quarters
Quality of location data has not improved in the last 4 Quarters
According to mobile location-based advertising platform Thinknear, 62 percent of ad requests are now including location data in the United States, while the location-enabled programmatic mobile inventory has been multiplied by two to three.

However, the quality of the location data provided by publishers to advertising networks is pretty bad and unfortunately has not improved - in percentage - in the last year.

According to Thinknear - owned by GPS navigation vendor Telenav - newly issued LocationScore index (Q1 2015), only 37 percent of mobile ad impressions tagged with location (a lat-long) were within 100 meters of the user’s true real-time location. An additional 9 percent were within 100 meters and 1 km, and the rest was much farther apart (see details in the whole report below).

"A year ago, the industry believed data quality would quickly cease to be an issue," said Loren Hillberg, President of Thinknear. "We know now that technologies such as our Location Score platform will be needed for some time to verify the quality of location data. We remain committed to working with trade groups such as the IAB and MMA on structural industry issues as well as educating our publisher partners on using location data more effectively.“

Thinknear LocationScore is based on 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 causes of data quality issues are often tied to a lack of publisher experience working with location data, as well as structural industry issues such as the current open RTB specification, which dictates the manner in which location data is shared,“ explained Thinknear in a statement.

Mobile marketers should therefore work with partners that have the right tools to filter out publishers that do not offer quality location data.

Monday, May 18th 2015

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