Mobile location data firm, Location Sciences, has partnered with Vicinity Media, Africa’s first premium location-based ad network. The partnership will see Vicinity run verification on all its location impressions.
Vicinity Media initially implemented Verify, Location Sciences’ proprietary location verification platform, to carry out an independent audit of its location data. An analysis of over 20 campaigns between March and July revealed Vicinity Media’s clients – including Nando’s – are benefitting from near perfect scores on quality and accuracy.
To maintain this standard and provide full transparency to brands over the use of location data in their targeted advertising campaigns, Verify will now be “always-on” for Vicinity Media’s clients.
Our recent report found that on average up to 65% of spend is wasted on poor quality and mistargeted location impressions. As one of the suppliers which is doing an excellent job, Vicinity Media jumped at the opportunity to have its tech audited. It’s actually easy to score well in a one-off audit, but Vicinity scored brilliantly time after time. They are obsessed with getting location right and are achieving standout scores.
Mark Slade, CEO of Location Sciences
Neil Clarence, COO of Vicinity Media
Ashleigh Kerr, Digital Marketing Manager at Nando’s