While screens have been central to consumer experience for decades, few among us – even a decade ago – could have foreseen a world in which consumers shift seamlessly throughout their daily lives from smartphone to TV to desktop to tablet. Although consumers have quickly embraced a cross-device world, marketers are struggling to catch up. The MMA’s new white paper gives marketers a practical look at where cross-device marketing stands today, its promise for the future and how it can be a part of the marketing arsenal - revealing much more about the customer journey than ever before!
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.
