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.

Session Overview

This MMA webinar is timed to provide MMA members the opportunities to both learn about these newly issued measurement guidelines, and to provide critical inputs to the MMA and MRC during the public comment period. The webinar will also provide brand marketers the primary things they need to know to make sense of and extract maximum value from location-based advertising programs. The key takeaways from this session will be:

• Better understanding of the language of location so that buyers and sellers can be on the same page (Common definitions critical to location and now made uniform for both buyers and sellers);
• What measurement methods are being used, and why, so that these can be aligned with brand objectives (Top-line measurement methods and techniques for device, place, visitation, dwell-time and attribution);
• The benefits of transparency and the importance of brands pushing for compliance by all sellers (The importance of data quality and the impact on accuracy and the role of transparency in terms of reporting parameters and disclosure and auditing guidance).