That’s the finding of an analysis conducted by Location Sciences, a global location intelligence company, of 500 million digital location targeted impressions delivered in the UK and US from January to June 2019.
The company found that of every $100K spent on targeted location advertising, $29K was delivering impressions outside of the targeted area while up to $36K was possibly being wasted due to location signals of quality insufficient to deliver the targeting requirements.
“While some location data suppliers are doing an excellent job – in our analysis 40% of suppliers showed nearly 100% accuracy in location and 35% near 100% accuracy in signal quality - there is still a large percentage of suppliers who are significantly underperforming,” says Mark Slade, CEO, Location Sciences.
“As with all data, the key to improvement is transparency,” says Jason Smith, Chief Business Officer, U.S., Location Sciences. “Location quality improves significantly with transparency, enabling brands to ensure that the correct quality signals are being used to deliver targeting. Brands can enhance their ability to realize much better performance from location advertising by using the right vendor for them and understanding the data that is being used.”
Additional findings from the research included:
- On average 29% of impressions currently miss the target specified by the client
- On average 36% of impressions assessed were not of the quality needed to deliver to the specific targeting area required for location campaigns
- 36% of the top GPS enabled apps were found to display location fraud
- A 40% increase in location signal quality and a 10% increase in accuracy could be realized by enhancing transparency into data
The research was conducted using data collected via a tag embedded in digital creative. Data was collected directly from suppliers when the ad is served and measured Latitude and Longitude, device ID, publisher ID and the IP address of where the ad was served and connected to the internet.