Scoring Location: A Conversation with Thinknear, Part II

After Thinknear’s Q2 Location Score Index, it recently followed up with the Location Score Tags it promised. We discussed the principles and drivers behind Location Scoring in a podcast last month (embedded below).

The quick background on Location Scoring is to rate the accuracy of different mobile ad networks that offer location targeted ad placement. The delta between what they offer and what they give is the metric: I like to think of it as a PSA for the ad buying public.

“Location accuracy directly impacts campaign performance and enables really engaging mobile ads,” Portnoy told us this week in a follow up dialogue. “However, we know from our Location Score Index that the vast majority of impressions do not contain accurate location information and that many advertisers are spending money but not getting what they paid for.”

The follow up move with Location Score Tags takes it to the next step with a standardized measurement that can be applied to any mobile ad networks or campaign (think of it like an API). That standardization creates a sort of Klout score for mobile ad networks.

From the company’s description:

Marketers using Location Score Tags will place a small piece of tracking code (similar to a pixel tag) on the campaign creative and the campaign landing page. The location targeting data will be scored by Thinknear and the marketer will receive a report detailing the quality and accuracy of the targeting data. The analysis will allow marketers to understand the targeting accuracy of their location-based mobile campaigns.

This is important simply because of the bad practices of some ad networks which have taken a sloppy approach towards location. The result is wasted impressions (and wasted money) for advertisers who are paying a premium for location targeting… and not getting it.

“Our aim with Location Score Tags is to help bring transparency around location accuracy to the industry,” said Portnoy.

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