The MMA location committee was established to give advertisers and their agency and media partners the confidence to invest their ad dollars into a growing new category of mobile ad products and services. This webinar will provide all participants with an overview of the primary activities that the committee is undertaking, including:

• Location Terminology Guide – with strategic overview on: location data and signals; marketing segmentation and targeting, and; measurement and metrics, plus a comprehensive glossary. 
• Location Research – modeled after SMoX, this research will focus on “The Impact of Location Services on sales Conversion.” This and other studies will examine the value of locally targeted mobile advertising and its impact on foot traffic & shopping behavior.
• Discuss how we envision working with the DAA, once the Mobile Principles are released, on added guidance around location.