Insights, tools and research to advance journalism

More than half of all mobile location data is incorrect

StreetFight

A new report from mobile advertising company Thinknear shows that the quality of location data is starting to decline. Thinknear’s report found that only 37 percent of location data used to target mobile ads is accurate within 100 meters of the user’s true location, and over half of location data is not accurate within 1,000 meters. Location-targeted ad inventory has doubled in the last year, and without accurate location information, publishers will often substitute less accurate data such as ZIP code data or cached information.

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