Thinknear: Location Data of Mobile Impressions is “Anything but Accurate“

Thinknear: Location Data of Mobile Impressions is “Anything but Accurate“
Thinknear, the mobile ad network of Telenav has announced the launch of Location Score, an initiative to measure the accuracy of location data used in mobile marketing campaigns to improve targeting and campaign performance for marketers.

The Location Score is a 0 to 100 point scale that helps marketers understand the quality of location data used in their campaigns. The technology uses Thinknear's proprietary platform to quantify the difference between a mobile user's stated location (per an ad request) and the true physical location of the user.

Location Score Index
Location Score Index is a quarterly report that provides insights into the overall state of location data currently available to the mobile industry. To compile the initial report, Thinknear sampled and analyzed data from more than 3.5 billion publisher ad requests, 53 million ad impressions, and location accuracy tests on more than 20,000 consumer ad experiences over the first four months of the year.

According to the index, the overall mobile industry scored 49 out of 100 total points for location accuracy. 67 percent of industry ad requests included latitude and longitude data but only 34 percent of ad requests with location data were accurate to within 100 meters of the user's true location.

“By releasing the Location Score Index publically, our goal is to make marketers aware that some location sources are better than others. We hope that app developers, networks and platforms selling location information will increase the quality of their data to help push the market forward,“ said Eli Portnoy, general manager at Thinknear.

This report provides more detail about the inaccuracy of location attached to advertising impression requests sent from apps to ad networks or ad exchanges.

“Politically correct“ answer to a real problem?
Clearly it is a “politically correct“ answer to the inaccuracy that plagues the results of location-aware advertising campaigns. Location-aware advertising platform like Thinknear, xAd, Jiwire or Placecast obviously do have their proprietary blacklists of apps and ad networks which provide erroneous data.

This erroneous data is mostly created in converting ZIP code, city-level, or DMA-level accuracy into a lat-long centroid in an attempt by the app developer or the ad network to raise their revenue per impression.

Beyond this interesting initiative from Thinknear it might be the right time to go a step further and publicly name the companies engaging in these fraudulent activities.

Thursday, May 22nd 2014

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