Serving as a deeper dive into the MMA’s recent white paper release - “Demystifying Location Data Accuracy”, this session brings together the leading industry experts (members of the MMA’s Location Data Accuracy Working Group) to define and drive transparency and greater data quality. A priority for marketers, because, at its simplest, accurate location data is proven to increase relevance to consumers, leading to improved ad performance.

Our expert panelists will share their insights, covering:

• The opportunity greater quality and transparency creates for marketers
• Introduction to how Location Data is being used 
• Technical summary on data collection, data passed, services and flow
• Factors Impacting Accuracy and Solutions 
• What the future holds 

Location data can enhance the entire marketing cycle — from developing an understanding of who consumers are, to understanding their context at the moment the message is displayed, and then measuring the impact of marketing programs, all key to marketing success.