Second Location Score™ Index Indicates Improved Industry Focus on Data Quality
SUNNYVALE, Calif.– Thinknear by Telenav (NASDAQ: TNAV), today announced the results of its second Location Score Index, an industry-leading initiative to measure the accuracy of location data used in mobile advertising campaigns. The Location Score Index is a quarterly report from Thinknear that has become the benchmark for measuring the accuracy of location data in the mobile industry. Since publishing its first Location Score Index in May, the industry has made moves to improve location data quality. In July, the IAB published “12 Questions Every Buyer Should Ask about Location Data” and in August the MMA launched its Mobile Location Data Accuracy Committee.
To compile its second quarterly report, 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. The industry Location Score increased from 49 in Q2 2014 to 55 in Q3 2014, a 12 percent improvement in location accuracy. Thinknear scores location on a 100-point scale, in which highly accurate data is scored more heavily than less accurate data. The higher the score, the more difficult it is to improve.
The Location Score Index is forcing the industry to make changes to improve accuracy,” said Eli Portnoy, President of Thinknear. “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 their data in order to push the market forward. We expect continued improvements in location accuracy each quarter.
“In the PC world, marketers are demanding verification of ‘viewability,’” said Greg Sterling, vice president of Strategy & Insights at Local Search Association. “The Location Score Index may become an equivalent kind of tool for mobile display advertising — a way for marketers and advertisers to have confidence that they’re actually getting what they paid for.“
For more information about Thinknear’s Location Score, and to download the full Location Score Index for free, please visit: http://locationscore.com.