Good News for Mobile Marketers: Location Accuracy is Improving

Good News for Mobile Marketers Location Accuracy is ImprovingHere’s some good news for mobile marketers and advertisers to kick off your Tuesday.

Thinknear by Telenav has just published the results of its second Location Score Index, an initiative that aims to measure the accuracy of location data used in mobile advertising campaigns.

The Location Score Index is a quarterly report from Thinknear.

“Since publishing its first Location Score Index in May, the industry has made moves to improve location data quality,” a statement provided to media reads.

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 that data in order to push the market forward. We expect continued improvements in location accuracy each quarter.”