MMA Introduces Location Terminology Guide | MMA Global

MMA Introduces Location Terminology Guide

September 25, 2013

MMA committee unveils lexicon to define mobile location practices and educate marketers on the methods available across data, measurement and technology

New York, NY, 25 September 2013 As mobile platforms advance, one of the most valuable components, location, has revolutionized marketing outreach. Slated to grow to a nine billion dollar industry in a matter of years, location offers an unprecedented advantage for marketers to connect with consumers at the right place and time.  

With location capabilities developing, there is a critical need for guidelines as marketers look to harness the power of location-based marketing and advertising. Location data comes from a variety of sources, including Wi-Fi, cell towers, GPS, self-reporting, as well as a combination of methods. Additionally, there are a number of terms, definitions and acronyms specific to the space. It is a complex landscape for companies to navigate. 

That is why the Mobile Marketing Association (MMA), the leading global trade association for the mobile marketing industry, worked with the Location Committee to develop “The Location Terminology Guide – The Language of Location,” which outlines fundamental technologies, measurements and strategies across the location space. The document was released today at the MMA’s annual conference, SM2. 

 “Location is one of the most powerful tools in the mobile arsenal. With location-driven campaigns, marketers are able to blend content and context to deliver exactly what consumers want, when they want it,” said Sheryl Daija, Chief Strategy Officer, MMA. “To drive the integration of location across the industry, we must arm marketers with a baseline understanding of location marketing and advertising principles, as well as establish a lexical framework to promote productive dialogue.”

“The Location Terminology Guide – The Language of Location” deep dives into three core categories, including:

  • Location Data and Signals reviews the technology and data behind location as well as outline the advantages and challenges with each unique platform

  • Location Targeting and Strategies dives into existing methods and techniques to build a location-targeted campaign based on mobile advertising goals and audiences 

  • Location Measurement and Metrics maps out the marketing opportunities and types of metrics available from awareness-based through conversion measurement
Additionally, the document provides a glossary of terms to promote a unified language that helps streamline location advertising and marketing efforts. 
 “While there are a number of complexities to navigate in order to achieve widespread standardization across data terminology, targeting methods and metrics, there is no denying that location is a game changer for marketers to connect more meaningfully with consumers,” said Monica Ho, VP of Marketing at xAd and Co-Chair of the MMA Location Committee. “The core objective of the guide is to provide marketers with an accelerated education of the language and principles of location. With this document, marketers will feel empowered, informed and confident as they incorporate mobile location tactics and methods within their broader marketing strategy.”

As there are a number of sensitivities with location data and privacy, the MMA Location Committee recommends that companies follow the DAA’s Application of Self-Regulatory Principles to the Mobile Environment. The DAA’s recently released mobile guidelines are designed to ensure that the principles of user privacy and collection transparency are honored throughout the marketing industry.

“While location data is a powerful marketing and targeting tool, it’s possible to leverage location data in a privacy-compliant way to measure effectiveness,” said Jake Moskowitz, VP of Innovation at Nielsen and Co-Chair of the MMA Location Committee. “The MMA Location Committee is dedicated to demystifying location and supplementing the industry with guidelines to achieve optimal results.”

 “The Location Terminology Guide – The Language of Location” was developed by a working group of MMA North American Location Committee organizations, including 4INFO, Alliance Data, Ansible Mobile, AT&T, Beintoo, Digby, Dstillery, ESPN MOBILE, ExactTarget, Eye (Eye Mall Media {USA} LLC), Facebook, Factual, GFK Retail and Technology, Google, InMobi, Loc-Aid Technologies, Millennial Media, Inc., Mobile Messaging Solutions, Inc., Mobilewalla, Mobiquity Networks, Motorola Mobility, Inc., Netclearance Systems, Inc., Neustar, Inc., NextNax, LLC, Nielsen, One Louder, PayPal Media Network, PlaceIQ, Sense Networks, Smaato Inc., Syniverse Technologies, The Integer Group, The Marketing Arm, The Weather Channel Interactive, Thinknear by Telenav, Time Inc., Unicorn Media, Urban Airship, Verizon Wireless, Verve Mobile, Voltari, xAd and Yahoo Inc.

To view “The Location Terminology Guide – The Language of Location” document, please visit:

About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit For information relating to the MMA’s Mobile Marketing Forum series, please visit



Rebecca Laming
Director of Communications, MMA
M: +1 917-558-1828