Report: Accuracy of location data is at an all time low


Marketers are using location data as a unique tool for targeting and audience segmentation, but only a small number of technology providers are building solutions to deliver accurate location data. A new report from local-mobile ad platform Thinknear has found that despite the growth of location data, the current Location Score Index is the lowest it’s been since they began measuring it in 2014. The location score index is 45 (Q2 2016), and was down from 50 (Q1 2016). As a result, high-quality location data is available, but marketers have to filter through more inventory to find it.

Location makes ads more valuable, but with more publishers passing location, there is less information where someone actually is. Data is often inaccurate, especially mobile web data, because it relies on IP based location.

Find out more in Location Score Index report.

Whether you are content provider or content buyer, detecting inaccuracy or discrepancy in the data sets can save you hundreds of thousands or even millions of dollars. This is where Place Lab can help. PlaceLab is a tool that analyses large sets of geo-related data and provides reports that deliver value to customers. 

The volume of location data shared by publishers continues to skyrocket, and marketers are flocking to location as a unique mobile tool for targeting, insights, and measurement; but the data quality issues remain.


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