Since Thinknear published the first Location Score Index in
While data quality levels, on average, have not changed significantly, the report highlights that the sheer volume of mobile location data continues to grow. "There is a huge amount of high-quality data available to marketers, but they need a
trusted partner who can help them find it," said Thinknear President,
Thinknear has been actively building solutions to filter through the noise to deliver large volumes of accurate location data. Additionally, the MMA and IAB have both formed committees to address location data, indicating that industry standards may begin to evolve.
Thinknear's analysis also indicates significant variance in data quality by source of inventory. "We're often asked about data quality for specific publishers or exchanges," said Hillberg. "We find that some exchanges perform far better than others, which indicates they are proactively taking steps to improve the quality of data passed by their publisher partners."
With improvements in the volume of high-quality data, marketers are now more interested in the evolving use cases for location data in the mobile marketing landscape. Advanced audience targeting, better mobile creative, and attribution toolsets are all being driven by accurate location data. According to Thinknear, brands and agencies are actively seeking reliable data sources to better understand their consumers and more effectively reach those consumers in the mobile channel.
"We're at a point where location has become mainstream," says Hillberg. "In the past, location was the realm of restaurant and retail advertisers. Now, location use cases span every industry vertical and audience segment."
To compile its fifth Location Score Index, 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.
For more information about Thinknear's Location Score and to download the full Location Score Index for free, please visit: http://locationscore.com.
Thinknear is a location-based marketing platform focused on delivering amazing mobile campaigns for agencies, brands and consumers.
Thinknear's platform delivers the accuracy, scale and technology required to effectively leverage mobile location data to power better consumer experiences. As a division of
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