You probably know a thing or two about viewability, brand safety and fraud. Those are obviously serious digital advertising concerns. However, they may be calling your attention away from the worst offender of all: the data.

Behind all of the growth and allure of location-based advertising, a secret has been looming: Nearly half of the data used in location-based campaigns is inaccurate. In fact, as mobile advertising has surpassed desktop, bad location data may have now emerged as the greatest threat to digital ROI.

Our own in-depth study discovered that more than 45% (avg.) of audience data used in location campaigns were inaccurate; sometimes wildly so. That’s a huge miss across the industry and it represents a significant drag on the ROI of many location-based campaigns. Often, marketers don’t even know they have a problem.

To find out more (including a couple simple steps for addressing bad data), read the full article here.