Over 42% of all mobile ad spends include location data – but as much as 80% of location data may be inaccurate or of poor quality. Advertisers have addressed view-ability, fraud and brand safety via independent services. Location now demands similar independent verification. Verify is that solution.
What is Verify?
Verify, our proprietary verification platform, provides independent, media-agnostic analysis and authentication of the accuracy and quality of location-targeted advertising data.
Verify’s tag-based solution does not require the use of data-set matching, nor the ownership of any PII. Verify analyzes campaigns at the impression level – detecting and reporting the accuracy and quality of the data signals used in the campaign.
Verify is a truly independent, pure play verification platform:
- Not a media seller
- Not a data owner
- Not a data collector
Data privacy, user consent, and misrepresented signals are just some of the factors contributing to investments into location-based audiences.
With limited to no transparency into location signals, there’s a perfect storm for audience inaccuracy and possible privacy infractions.
Verify insights help marketers and suppliers improve the quality of their location audiences and drive better performance.
There are many types of location data: GPS, Carrier Data, IP Data, Wi-Fi and Beacons.
Specific types of location data signals are required to achieve certain location targeting goals. Verify distinguishes these distinct data types and offers customers detailed insight into the accuracy of the location signals that make up their campaigns. This level of comprehensive detail reveals patterns that expose inaccuracies in delivery and helps measure true campaign effectiveness.
Not all data is considered equal.
GPS data is the most coveted and reliable form of location data when executing tightly targeted proximities – such as specific store locations. High demand has resulted in fraudulent GPS location data flooding the marketplace. These fake GPS signals slip into the supply undetected, wasting countless ad dollars. Low quality IP signals are also unreliable – much of this data is highly inaccurate or unusable for proximity campaigns. Verify identifies and discloses the data signal types used in campaigns, providing a means to know what was bought and what was used – and what was wasted.
An efficient campaign requires that impressions land where intended, but this is often not the case. POI Health is a score that indicates the success rate of ad targeting accuracy. What percentage of the location signals were actually delivered to the targeted areas?
Location Health is a score of the quality of the signals that did hit the desired locations. How many were fraudulent? How many were lower quality IP signals?