The Industry Just Got New Mobile Location Data Guidelines

By kkaye@adage.com (Kate Kaye)


The marketing industry just got standards for mobile location data.

With input from Starcom MediaVest Group, Acxiom, Facebook, Google, Apple and several tech firms that providing location data services, the industry’s Media Rating Council has finalized detailed guidelines for an array of location data gathering methods in an effort to provide benchmarks for gauging accuracy and precision.

Advertisers have been spending more money to use location data for targeting audiences and measuring whether their ads led people to physically visit stores. But with that increase in investment has come growing dissatisfaction with a lack of standards in the area.

The marketing industry just got standards for mobile location data.

With input from Starcom MediaVest Group, Acxiom, Facebook, Google, Apple and several tech firms that providing location data services, the industry’s Media Rating Council has finalized detailed guidelines for an array of location data gathering methods in an effort to provide benchmarks for gauging accuracy and precision.

Advertisers have been spending more money to use location data for targeting audiences and measuring whether their ads led people to physically visit stores. But with that increase in investment has come growing dissatisfaction with a lack of standards in the area.

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Source:: Advertising Age – Digital