Location-enabled mobile inventory is growing incredibly fast and use cases for location-based data are evolving quickly to include audience targeting, analytics, and media planning solutions. With a full year of data, this fourth edition of the Location Score Index looks at key trends in the mobile industry over the past year.
While the quality of publisher location data remains virtually unchanged, the strong growth in overall programmatic inventory and the launch of new accuracy-related initiatives by the MMA and IAB are promising. Thinknear's Q1 Location Score Index highlights the industry-wide data quality issues, but also demonstrates the benefits for marketers who place an emphasis on finding high-quality data. Download the latest report to understand the opportunities and challenges associated with location data accuracy.
This report includes insights on:
The current state of location data quality in the mobile ecosystem
The key drivers of location accuracy
The opportunities and obstacles of mobile location data
Sign up to access your copy of this quarter’s Location Score Index.
“There are enormous opportunities in mobile but as marketers, we are constantly evaluating tools to help us get the best data possible. Location Score helps us to be smarter, ROI driven buyers and will help accelerate the industry to move towards more accurate location data.”
—Amit Shah, VP of Marketing, 1-800-Flowers.com
“Precise location data is unique to mobile, giving brands and retailers an extraordinary opportunity to drive affinity, foot traffic, and most importantly, sales. We applaud Thinknear’s Location Score effort - it clarifies and quantifies the value of the accuracy of the data. So not just location, but accurate location, is critical to ensuring that location data has a direct and strategic impact to advertisers and publishers.”
—Victor Milligan, CMO, Nexage
“In the PC world, marketers are demanding verification of “viewability.” It has become a new currency and is gaining traction. Location Score may become an equivalent kind of metric for mobile display advertising — a way for marketers and advertisers to have confidence that they're actually getting what they paid for.”
—Greg Sterling, Local Search Association
“We’ve seen that the quality of location data makes a significant impact on campaign performance. Location Score is a great tool that will help us ensure that targeting is accurate and that performance is optimized for our clients.”
—Alex Richter, Camelot Strategic Marketing & Media