Location Sciences Group PLC (LON:LSAI) saw its shares jump higher on Tuesday as the location verification specialist revealed it has partnered up with US group SITO Mobile Ltd (NASDAQ:SITO), which will become the first data supplier to use Location’s Verify platform.
SITO uses big data to help brands target their adverts at particular groups and regions.
Although the quality of location data has improved over the years, marketers are still unsure of which data providers to trust.
That’s where Location Sciences comes in. Its Verify platform audits a company’s data and acts as a hallmark of quality for supply-side platforms such as SITO.
With the Location Sciences seal of approval, SITO will now be able to show potential advertisers and agencies that the location data it uses has been verified by an independent third party.
“We are excited that SITO Mobile has made this important move,” said Location Sciences chief executive Mark Slade.
“Having a top-tier location data provider like SITO utilise a third-party verification platform is the only way to bring transparency and trust to the industry.”
SITO’s head of marketing, Bruce Rogers, added: “Our first priority is to ensure that our brands know that our data is accurate, which is why we are excited to be the first to have our data 'Verify Certified' for our clients.”
Verify Supply launched
As part of the tie-up, Location Sciences is also launching Verify Supply – its pre-bid location supply product which gives marketers the ability to buy pre-certified location inventory.
The platform is powered by machine learning algorithms, helping demand supply platforms and mobile specialists to detect fraudulent signals and app publishers with questionable data.
“This is a natural extension to our existing verification products, providing an independent hallmark of quality to media inventory suppliers with the objective of bringing trust back into the industry,” said Location Sciences' CEO Slade.
“It's great to be working with such a transparent location specialist and it's no surprise that the companies that back independent verification tend to be the best in market.”
In afternoon trading, shares in Location Sciences were 7.6% higher at 2.85p.
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