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The use of location data in attribution will be driving the committee agenda, wile the MMA Global Board will also be addressing advocating for stronger self-regulatory measures.

Location continues to be a driving force in mobile marketing, where location targeting brings great ROI but where issues around data integrity and privacy also warrant attention. The Location Committee is focusing on location data and attribution, while the MMA Global Board is beginning to address the data integrity and privacy issues.

Committee Member Companies Include



Working with MMA member the Future of Privacy Forum, we will be addressing what’s next after GDPR and the upcoming California Consumer Protection Act (CCPA), which took effect in Jan 2020.

Privacy in the digital world is increasingly important, and even more so in mobile because of the unique 1:1 relationship between consumers and their mobile devices. The MMA supports the Digital Advertising Alliance (DAA) initiatives as well as the new efforts emanating from the Trustworthy Accountability Group (TAG). We are also keeping close tabs on the continuing impact of GDPR and emerging CCPA.

Committee Member Companies Include


Kellogg Company