Rippll's independent measurement is adding transparency to Mobile

October 12, 2017

Read the ExchangeWire article here.

 

Rippll provide an independent and impartial perspective where it’s needed most. The key to providing an honest perspective is having the correct quality of data to measure against. What separates us from the competition is the quality of data and the intelligence that we then apply to the data.

 

It is because of this commitment to quality data that MEC tasked Rippll with auditing the various location data providers operating in the market. We were happy to find that there are other companies in the industry who also prioritise good quality data. Groundtruth’s commitment to quality data was the reason that they passed the MEC audit that we carried out.

 

However there are still players in the market who are still reliant on poor quality data. These companies are able to operate using this data because they are not being independently measured. Groundtruth's study has shown that under a quarter of mobile media planners are currently using third party measurement partners. The industry has been plagued by the “marking of it's own homework”.

 

 

Next year the industry will face it’s biggest challenge yet, complacency with the status quo is no longer an option in a post GDPR market. Using bad quality location data will not only be ineffective and dishonest but potentially also illegal. It’s time for the industry to shape up, take a step back and evaluate their partners.

 

Without independent measurement there is no true accountability. Rippll are currently the only truly independent player in the market. We don’t run any media and we don’t sell our data. By being as transparent as possible we have crafted a unique perspective that is necessary and timely.

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