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BizReport : Mobile Marketing : September 17, 2014

Location accuracy analysis reveals improvement for mobile ad campaigns

The latest Location Score Index from location-based ad network Thinknear is good news for mobile marketers with a marked increase in accuracy recorded.

by Helen Leggatt

Thinknear today released data showing that the accuracy of location in mobile ad campaigns in North America has improved 12% since Q2 2014 - from 49 in Q2 2014 to 55 in Q3 2014.

This is Thinknear's second Index, set up to measure the accuracy of location data used in mobile ad campaigns. The company analyzed data from more than 1 billion ad impressions and undertook location accuracy tests on more than half a million consumer ad experiences during Q3 2014.

"Our goal in launching the first Index was to increase marketers' awareness and encourage the industry to improve the quality of data. We are pleased to see that app developers, networks and platforms selling location information are increasing the quality of that data in order to push the market forward," said Eli Portnoy, President of Thinknear. "We expect continued improvements in location accuracy each quarter."

Thinknear offers advertisers its own location accuracy service - Location Score Tags. The service uses a small tracking code, providing marketers with an overall Location Score for their campaign, a breakdown of their ad impressions by proximity to the user's true real-time location, and visualizations of their campaign's location data.

Image via Shutterstock

Tags: advertising, campaign, location targeting, marketing, metrics, mobile

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