Blis leads UK location vendors in IPA Survey and passes rigorous data accuracy audit by GroupM’s MEC

July 17th, London. Blis, the global pioneer in location data technology, has been ranked the number one location data provider in the UK market for its responses to briefs, the delivery of innovative and creative solutions, and the understanding of client objectives, in a survey commissioned by industry trade body the Institute of Practitioners in Advertising (IPA).

In addition, Blis has been independently audited, alongside four other location vendors, as part of an accuracy and verification analysis carried out by Group M’s MEC. This audit was focused on providing the agency with a source of truth around location data quality, scale and ability to accurately build and determine brand audiences.

The IPA survey, which was carried out between March and April this year, questioned over 380 agency planners, strategists and buyers about their experiences with 25 digital vendors in the UK market. Out of all the location specialists included in the survey, Blis came out on top in three key categories, and was placed overall first for the quality of responses to agency briefs category.

Charlie Smith, Managing Director UK Blis, said: “The results from the IPA survey and MEC’s validation audit, cement Blis’ position as the leading location provider in the market today. The audit was designed to robustly scrutinize, at scale, the players in the market claiming location expertise. I’m extremely proud of the hard work our team carried out to meet MEC’s objectives, as well as the performance we achieved.”

“If the advertising industry gets a better understanding of location then the benefits of good location data will result in far higher return on ad spend over time. MEC deserve credit for instigating such a rigorous audit,” added Smith.

“Location now plays a key role in how we build campaigns so thoroughly auditing our location partners is crucial. This process has contributed to an accelerated period of learning for the agency and in performing so well Blis remain a partner of choice MEC,” said Jide Sobo, Head of Mobile at MEC.

Click here to see the Online Media Owners Survey results for spring 2017