Evangelize the “unique to mobile” location opportunity

Location may be the single most important aspect of mobile marketing and the MMA has the strongest program of initiatives to support this notion. This committee is promoting, examining and assessing all aspects of location in mobile marketing, and the reception is phenomenal. Heavily downloaded papers and presentations, well-attended webinars, and a constant drumbeat of issues and efforts make this the most active MMA area by far.

Location-Based Advertising Measurement Guidelines

The MMA, in collaboration with the Media Rating Council and the IAB, has released a draft of the Location-Based Advertising Measurement Guidelines for public comment. These Guidelines are intended to establish and document good practices of measurement; improve practices and disclosures used by practitioners; and also provide education to users of location-based measurement data from all segments of the Industry. This document also establishes a recommendation and a benchmark for audit processes whereby the practices and disclosures of location-based measurement organizations can be voluntarily validated by third parties.

Download the Guidelines here.

We want to hear from you! Please provide your feedback on these guidelines any time during the public comment period by emailing leo[at]mmaglobal[dot]com or using the form here.


Location Committee and Working Groups, including:

  • Advertising (Co-chaired by Jonathan Lenaghan of PlaceIQ and Jeanette Jordan of Factual); preparing a white paper on the use of location data for customizing advertising content; due in early August.
  • In-Store Proximity in mobile marketing (Co-chaired by Gary Singh of Zebra Technologies and Kevin Hunter of InMarket); preparing a white paper on how brands can work with retailers to envision and deploy mutually beneficial proximity approaches that help the consumer, the brand and the retailer
  • Location Data Accuracy working to attain industry support for more transparency and smarter use of location data (Co-chaired by Michael Lieberman of tenthavenue and Monica Ho of xAd);

Current Projects

  • Location Data Study The MMA’s Location Committee released the Location Data Study in November 2016. The study, based on surveys and interviews with more than 400 brand leaders and senior agency executives, reveals that marketers are advancing their location data strategies, significantly increasing spend and using more data-centric approaches that impact ad delivery and creative. Download the report and dive deep into the study’s key findings.
  • The In-Store Proximity Working Group This group developing a white paper that addresses Mobile In-Store Proximity Strategies for Brands and Retailers, which will discuss how brands can work with retailers to envision and deploy mutually beneficial proximity approaches that help the consumer, the brand and the retailer.

  • Advertising Working Group is creating compelling content on the timely topic of using of location data for customizing advertising content. This whitepaper will demonstrate how coupling creative with location data will drive better advertising ROI. It will also offer industry best practices and case studies from top brands in Finance, Retail, CPG and Technology.

  • Location Data Accuracy WG continues to explore how location data can be better evaluated in advance of advertising campaigns, particularly location data provide by publishers into the ad bid request. We also need to keep educating the market on how to best use the data.

Future Direction

Addressing the challenges facing brands when it comes to understanding and using location data to drive mobile marketing efforts is the primary driver of the MMA efforts. While the MMA is working with the MRC to develop Location-Based Advertising Measurement Guidelines, it is incumbent on all practitioners in this space to participate here. Establishing advertising measurement guidelines is essential to a robust and successful mobile marketing ecosystem. The collaboration required ensures that these guidelines are fully informed as they will be applicable to all players in the space. Once the consensus is achieved, marketplace adoption of these guidelines will be critical in generating the trust and reliability that marketers demand from their partners.

Committee Member Companies Include