Demystifying Location Data Accuracy | MMA
Demystifying Location Data Accuracy
Release Date: 
October, 2015
Topics of Interest: 

Demystifying Location Data Accuracy

The always-there, always-on nature of mobile devices combined with the ability to determine precise location gives marketers the unprecedented ability to deliver relevant messages to consumers. 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.

Location data, like all data, has its own nuances and issues. For a variety of reasons, the location data available in the mobile ad ecosystem is of varying quality. This paper: 

  • Explains some of the drivers of location data quality, 
  • Demonstrates how data quality impacts various mobile marketing use cases, and 
  • Describes how the industry is working together to improve location data quality and transparency.

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.