MEC is taking steps to increase transparency in the mobile marketplace with the independent verification of location data.
Following a review of the current UK location data market - looking into its accuracy and reach across various providers - the agency has begun working with independent third party Rippll to create a benchmark or standard currency.
The aim is to achieve a like-for-like comparison of the quality of data from each provider, which can then be applied across all location-based campaigns in the agency to provide a currency that will help with targeting, audience building and footfall attribution efforts for clients.
“Using this standard currency will remove the uncertainties caused from different methodologies, and enable the introduction of third party verification to our location activity, in much the same way that we look to work with third party providers for viewability and ad verification,” said Jide Sobo, MEC’s head of mobile.
Doug Chisholm, the Managing Director of Rippll said: "We are delighted to be working with MEC as a Location Measurement Company and hope that this work will begin to demystify Location Targeting for all stakeholders and hence make it easier to buy and sell Location Based Ad Campaigns."