Location as Currency: What Brands Need to Know About The New Location Ad-Measurement Guidelines (expanded to include Mobile In-App and Mobile Web Guidelines)

The recently released MMA research report, How Marketers Are Using Location Data - And the Road Ahead, reveals that marketers are advancing their location data strategies, significantly increasing spend and using more data-centric approaches that impact ad delivery and creative. On the heals of that release, the MMA, in conjunction with the MRC, is releasing for public comment, the Location-Based Advertising Measurement Guidelines. The Public Comment period will run through the end of 2016, with final guidance expected in early 2017.