Addresses play a critical role in locating individuals and places, shipping goods, and even facilitating banking transactions. Erroneous or improperly formatted addresses can result in subpar user experiences, unsuccessful deliveries, and costly, time-consuming customer support.
Google address validation offers a number of valuable functions, but it falls short on several key data quality aspects. While the company’s API does a great job of autocompleting addresses, it doesn’t offer parsing, standardization, or verification. This makes it difficult to know if the addresses are valid, right to mail to, or contain missing information. Additionally, the company requires you to display its logo and map near any addresses it provides.
Another big disadvantage of Google’s solution is that it often returns "Plausible" results for addresses that are clearly invalid or incorrectly entered. This is partly due to Google’s history as a search engine, where it prioritizes results regardless of entry coherence. However, this can also contribute to overly-aggressive matching algorithms that push too hard to find a match and end up returning inaccurate results. Finally, Google’s API only covers about 25 countries, which is insufficient for many businesses that need a robust tool for international address validation.
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