By Omar Oakes
Nearly two-thirds of spend on location-targeted advertising is being wasted, a survey of half-a-billion locations across the UK and the US has found.
Location Sciences, a global location intelligence company, said potentially millions of ad dollars are being wasted because of poor-quality data and mis-targeted location impressions.
The company’s The State of Location Advertising report for the first half of 2019 also found that for every $100,000 spent on location advertising, 29 per cent of this was delivering impressions outside the targeted area.
Inaccurate or negligent use of location data has resulted in up to 65 per cent of mis-targeted digital spending, the report
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