MMA Location Terminology Guide | Mobile Marketing Association
MMA Location Terminology Guide
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MMA Location Terminology Guide

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The MMA Location Committee wants to ensure this guide represents a fair and unbiased view and continues to keep up to date with the latest technological and business evolutions of mobile location. As a result, this document has been posted to a public wiki-style site that will enable readers to edit, change and/or make critical additions as necessary. You can access the document at the link below. Note: once in the document, you can request editing rights. Thank you for your feedback and participation.

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With so much growth over such a short period of time, a critical need for ongoing education and resources has emerged to help marketers navigate this growing but constantly changing and evolving marketplace.

Location encompasses a tremendous diversity of technologies, measurements and metrics that are often identified through acronyms or phrases. For a marketer, publisher or media buyer, understanding the language of location is now an essential skill.

In response, the MMA Location Committee has developed this guide to serve as a quick, go-to resource to explain fundamental technologies, measurements and strategies in addition to the growing list of the terms and acronyms that have rapidly become commonplace in the industry. Our hope is that by developing and encouraging a common and consistent language we can all help in realizing the mobile location opportunity to the fullest while building confidence from marketers in the process.  

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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.