Nearly every marketer (96 percent) today considers location data to be important – with it, marketers have the unique opportunity to gain a rich understanding of consumer behavior, bridging the gap between online ad exposure and real-world behavior. This data presents opportunities spanning beyond attribution, gathering insights, and segmentation.

However, many marketers (40 percent) are concerned about the data quality. Rightly so, as it turns out that 59 percent of location data is inaccurate.

Accurate location data is key for media buyers, who are responsible for maximizing the impact of their client’s advertising budgets. If your brand is delivering location-based ads to people who are not anywhere in or near your target, that’s money down the drain. Our research suggests that at least 25 percent of the $16 billion spent on location-targeted mobile ads is likely squandered due to bad location data. Media buyers need solutions to validate location accuracy so their spend and efforts aren’t wasted.

As a response to this great need, we recently launched Location Verification — a new product that uses mobile carrier data to validate location accuracy of geo-targeted mobile ad campaigns.

So what can Location Verification do for a Media Buyer?

There are three use cases for how Location Verification can help: targeted campaigns, audience segments, and measurement. We’ll start with campaigns first and then dive deeper into the other use cases in our next two posts.

Validation. Now media buyers can know if they are getting what they paid for. With Location Verification, media buyers can check how accurate their location-targeted campaigns are. With carrier data, we can verify whether a mobile user receives a geo-targeted ad within a defined campaign geofence or if it’s outside or even well outside the target.

A media buyer will receive a report with percentage