Location Sciences launches in Australia to combat inaccuracy of 40% of location data vendors

Data intelligence company Location Sciences has launched in Australia, offering to verify campaign location data for agencies and their clients. According to a study it conducted, 40% of location data vendors are inaccurate, and 36% of GPS signals fraudulent, in some way.

The company, whose local operations will be headed up by Rupert Pay, looks at whether ads land where they are intended to and whether fraudulent data impacts campaign results.

Pay said that, as the company’s local representative, his job is to get vendors on board and explain to agencies what Location Sciences does, and the key questions it answers about clients’ campaigns.

He explained that those questions include: “Are we putting this in front of the right audience? Did they see the ad? How much of the ad did they see? Is that location data accurate? Where did it come from? Did it hit the targeting parameters of the campaign? What were you doing to ensure there was no fraudulent signals in that?”

Pay is the company’s local representative

Location Sciences scores the location data in a campaign on accuracy (did the ad get in front of the people it was meant to?) and quality (were the results fraudulent in any way?).

“What we found was, for varying reasons, 29% of impressions were living outside of what the targeting parameter of those campaigns,” Pay said.

“The flip side of that is, that’s great, 71% of the impressions landed there. But is that good enough? If I was a client, if I was an agency, I’d say no, because I wanted to target this area … We don’t think the client should pay for that. We don’t think an agency should pay for that.

“Responsibility is ultimately on whoever creates the signal. But then there is a responsibility on the vendor who chooses to use location signals to sell services to an agency or a client. There’s a responsibility on them to ensure that the quality of that data being passed on to them is good.”

An example campaign summary on the platform

In terms of quality, the study showed that 36% of GPS signals were deemed fraudulent in some way, and highlighted the disparity between the best and worst vendors.

“In terms of the vendors we looked at, 40% of them were excellent. 20% of them were good. But the disparity is quite broad,” Pay added.

“It’s not like they were all terrible or they were all great. [But] you’ve got 40 percent of vendors, you would argue are not accurate.”

An example vendor assessment on the platform

The introduction of Locations Sciences in the market is something that Pay thinks is an important opportunity not just for agencies and their clients, but for vendors too.

“Look, it’s not their [vendors’ fault that they’ve had to mark their own homework because there’s been nobody out there that’s been able to do this,” he said.

“We’ve spoken to a number of vendors, agencies. We’re not speaking directly to clients, we believe that that’s the agency’s responsibility. We’ve tested with one vendor here that got excellent results. One vendor didn’t want to talk to me at all, which we thought was interesting. And disappointing.

“I think it’s actually a great opportunity for vendors to take the moral high ground and get on board. Why wouldn’t you?


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