When it comes to location-based advertising, the data you choose may pose the greatest threat to the ROI of your campaigns.

A recent study of a broad range of campaign datasets revealed significantly flawed location data from data sources of all stripes, including exchanges, apps/SDKs and specialty data providers.

Location data is flawed across the mobile advertising landscape.

Average data inaccuracy rates by data source type: Location data varies wildly. Our most recent study reveals that behind the averages, data inaccuracy rates range from 13% to more than 88%.

Data inaccuracy is widespread and extremely costly. In fact, as mobile marketing has surpassed desktop in digital spend, bad location data has now become one of the greatest threats to digital ROI. Yet, although it’s pervasive on a scale reminiscent of the Viewability concerns a couple of years back, there’s been little outcry from brands or their agencies. If past is prologue, they should be incensed.

The history of Viewability holds an important lesson for digital advertisers. In 2011, some industry insiders tried to call attention to the proliferation and waste of non-viewable impressions. But year after year advertisers continued to throw billions at ads that were never seen. It wasn’t until powerful brands threatened to slash digital budgets that agencies finally adopted 3rd-party viewability metrics as standard practice. Now, those crucial metrics have become a currency.

Let’s not wait for powerful brands to blast the industry for pervasive, poor data practice. It’s time to address data inaccuracy head on.

There are steps you can take right now. Read the full article: “Mobile’s Little Secret is a Big Drag on ROI for Advertisers”