Third-party data company Location Sciences has partnered with mobile data tech company Sito Mobile as it aims to improve accuracy and reduce fraud in location-based advertising for digital marketers.

According to Sito, over 42 per cent of mobile ad spend goes toward location data and up to 80 per cent of that data is inaccurate or fraudulent.

The partnership means that Location Sciences will audit Sito’s location data supply while Sito will include Location Sciences’ Verify tag on all the location-targeted media delivery campaigns for its clients. The tag solution, which doesn’t require the use of data matching or personally identifiable information (PII), means ad campaigns are analysed at the impression level.

Location data is used in a wide range of marketing efforts including audience segmentation and offline attribution.

Bruce Rogers, head of marketing at Sito said, “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. It is a necessary component to have in todays data purchasing marketplace.”

As part of the partnership, Location Sciences launched its pre-bid location supply product called Verify Supply – machine learning powered technology which aims to help supply platforms to identify fraudulent signals.

Commenting on the launch of Verify Supply, Mark Slade said: “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. 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.”