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GroundTruth the global location technology company that drives results with real data, reveals that while third-party measurement across mobile is on the rise, less than a quarter (24%) of mobile media planners are using third parties to measure and validate their data.

Amid marketing leaders’ calls for stronger measurement following recent high-profile metric errors, the study, in conjunction with ExchangeWire, surveyed over 150 mobile ad buyers in the UK on whether they are using third-party validation for viewability, brand safety, and fraud and the importance they place on this verification.

The number of mobile media planners using third-party verification is expected to increase to 45% in the next 12 months. Of those currently using or planning to use independent measurement providers, almost three quarters (70%) plan to use a third party to validate their mobile location data.

When asked about the primary benefit of independent measurement there is a disparity between mobile media planners using third-party measurement providers and those who are not. Over two-fifths (42%) of users say the primary benefit of being third-party verified is being able to instil confidence in their clients that they are getting value for their money, compared to 29% of the respondents not using third-party providers. In addition to this, over a third (36%) of those currently using third-party verification say the primary benefit is being able to provide transparency.

Many advertisers are turning to location data to understand more about their audiences. Media buyers say they evaluate location campaigns on the ability to build accurate audiences (43%) and by validating the accuracy of location targeting (39%).

Highlighting the importance mobile ad buyers place on understanding exactly what inventory they are buying, the majority (62%) of respondents working with third-party measurement providers admit the ability to provide accurate metrics for fraud, brand safety, and viewability is more important than price.

However, while respondents were generally happy with third parties’ ability to measure viewability (61% are very satisfied) and brand safety (58% are very satisfied), there is still work to be done when it comes to the validation of fraud measurement where only 43% are very satisfied.

Theo Theodorou, GM of GroundTruth EMEA said: “There is still much to be done to meet the industry demand for higher standards and to encourage mobile media buyers to fully utilise the third-party measurement tools available to them. As agencies and marketers seek to provide clients with confidence they are getting value for their money and robust brand safety, greater transparency is essential and this can be achieved by working with third-party verified providers.

Marketing leaders’ calls for the industry to become ‘third-party verified’ are not being ignored. Responsibility is being taken by partners, including GroundTruth, as we work to provide brands with accurate measurement by strengthening our partnerships and certifications. More and more, marketers and agencies are recognising the power of location data to build a clearer picture of real world audience behaviour. We will only see the evaluation of location data continue to progress in line with viewability, fraud, and brand safety rules, and we are proud to be innovating in measurement for location.”

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