Geolocation, geolocation, geolocation?… Mobsta leads the way

London-based location targeting company Mobsta has come top in an independent ranking of geolocation providers in the UK, conducted by MediaCom, one of the world’s leading agencies.


MobstaThe mobile world has undergone several transformations since the mobile phone went mass market and at every stage of that development there have been Wild West situations.

Rather like a wagon train being surrounded by First Nation Americans, it has always been a business for explorers and not all of them honourable.

Mobile advertising, mobile games, mobile technologies… they’ve all attracted hucksters and bullshitters and not the new game in town is geolocation. An ecosystem is emerging, but there are no real regulations and standards for brands and agencies to refer to.

Fortunately, things are changing for the better and a recent independent ranking of geolocation providers in the UK. run by MediaCom, which can across three client brands, finally offers some form of yardstick.

The report was designed to determine the validity of the claims of many of the companies that they offer the best reach and accuracy and winner was… London-based location targeting company Mobsta.

Out of the nine participants, Mobsta, which employs Placecast’s programmatic technology, came first in both scale and accuracy tests. Out of the 15 providers were originally invited to participate in the test, nine companies declined to take part. I wonder why THAT was, maybe they shouldn’t have made it into the wagon train anyway.

“There are many companies who offer compelling targeting and measurement solutions but it’s difficult to know whose story is real and how accurately they can deliver on location targeting.

“We wanted to have confidence in our recommendations to clients, so created this test to help us cut through the claims, and offer definitive advice on how accurate hyper-local targeting is,” said Owain Wilson, Data Strategy Director at MediaCom.

Mobsta is a specialist in location targeting and audience profiling techniques and has the exclusive rights to the Placecast mobile data management platform (DMP) that aggregates location data and user behaviour across different devices in the physical world.

The company translates it into audience segments that can be targeted through mobile advertising campaigns via its Demand Side Platform (DSP). The platform delivers a understanding of the relationship between users and locations over time, enabling them to make smarter marketing decisions.

“With the ever-increasing use of mobile advertising and changes in format, we see a real opportunity for brands to use geolocation and welcome efforts like these to help brands navigate the crowded market place. Third party validation is key and we hope that this study will encourage more brands to invest in the technology to improve their campaigns,” concluded George Dixon, Strategy Director, Mobsta

Monty (586 Posts)

Monty Munford has more than 15 years' experience in mobile, digital media, web and journalism. He is the founder of Mob76, a company that helps tech companies raise money and exit. He speaks regularly at global media events with a focus on Africa, writes a weekly column for The Telegraph, is a regular contributor to The Economist, Wired, Mashable and speaks regularly on the BBC World Service.


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About Monty

Monty Munford has more than 15 years' experience in mobile, digital media, web and journalism. He is the founder of Mob76, a company that helps tech companies raise money and exit. He speaks regularly at global media events with a focus on Africa, writes a weekly column for The Telegraph, is a regular contributor to The Economist, Wired, Mashable and speaks regularly on the BBC World Service.

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