San Francisco, Calif. – WEBWIRE – Friday, July 28, 2017

Placecast, a leading location-based mobile data management platform, today announced the launch of Location Verification — a new independent ad verification product that validates location accuracy of geo-targeted mobile ad campaigns.

Location Verification is the only product in the market using highly accurate carrier data from Pinsight Media, a wholly-owned subsidiary of Sprint®, to confirm the location accuracy of mobile ads. This solution will help diminish wasted mobile ad dollars and more effectively reach target audiences.

Location Verification debuts at a crucial time in the industry as an estimated $16 billion will be spent on targeted mobile ads in the U.S. this year96 percent of marketers consider location data to be important, but 40 percent expressed concern around the quality of location data. Rightfully so, as initial Location Verification results show at least 25 percent of media spend is wasted, and in many cases much more. Of the $16 billion spent this year on targeted mobile ads, approximately $4 billion is squandered.

“It’s staggering to see how many millions of dollars are wasted every year based on old or inaccurate data,” said Kevin McGinnis, CEO of Pinsight Media, a wholly owned data and insights subsidiary of Sprint. “We are proud to support solutions like Location Verification that help raise the performance bar in the mobile advertising industry.”

Traditionally, location-based ad vendors do not have this kind of “truth set,” or deterministic data, to which they can compare and verify location data. Instead, they rely solely on pattern recognition — probabilistic modeling — such as eliminating latitude and longitude coordinates with too few decimal places to be precise, or looking for devices that appear so often that they can be assumed fraudulent.

The Placecast Location Verification product is unique in that it uses a truth set of location data — the holy grail of deterministic data — from Pinsight Media to test the accuracy of location, offering a level of accuracy that cannot be provided by pattern recognition alone. Placecast’s tests suggest truth set data uncovers at least twice as much inaccurate location data compared to pattern recognition.

Advertisers implement a standard tag into their location-aware mobile ad campaign. Placecast then analyzes the tag data t