The Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence just released the IAB Mobile Location Data Guide for Publishers, which provides geo-data use recommendations for publishers. Serving as a complementary guide to the IAB Local Buyer’s Guide, it also provides the insights to ensure geo-data is being used successfully.
Among the key benefits of using geo-data are the generation of price premiums through location-based ad inventory, licensing data to select aggregators creates new revenue avenues, audience insights are improved, and geo-data provides a more precise way to measure an ad campaign’s foot traffic to physical stores.
IAB launches new guidelines for publishers on how to use mobile location data
Anna Bager, Senior VP and General Manager, Mobile and Video, IAB, explains:
“Mobile location data is already a key part of the advertising purchase cycle for buyers, and publishers need to rally around best practices to take full advantage. Location data not only improves publishers’ own advertising insights but also opens up completely new avenues of monetization.”
Publishers are advised to focus on a three factors when collecting geo-data.
- Recency – How much time has passed since the data was recorded
- Accuracy – How close mobile users’ reported locations were to their actual real-time locations when they saw an ad
- Precision – How specifically data can pinpoint mobile users’ actual locations (e.g., within one mile)
The guide further discusses consumer privacy and security issues, offering advice on how to gain user permission and avoid data leakage.
Vikas Gupta, Director of Marketing, Factual, and Co-Chair of the IAB Mobile Location Data Working Group, adds:
“Location-targeted mobile ad spending is expected to grow from $8.4 billion in 2015 to $11.3 billion in 2016. It is an area with tremendous potential and this new guide offers intelligence and advice that can help deliver on its promise for publishers.”