It may seem intuitive to many of us that location is a key feature for mobile marketers. This year the MMA has been very focused on this topic. I have just spent a few hours reviewing MMA Location Based Advertising Measurement Guidelines.
Here are a few things that I learned. First of all, the device and user location is used to produce longitude and latitude. That is basic to the discussion.
There are many ways that measurement can be delivered. I’ll list the top 8 below:
- As part of a bid request (impression, user, device)
- GPs-identifies user location 10-100 meters
- WiFi- 30-100 meters and indoors is better. Not subject to provider/carrier limitations
- Cell Antennae Trilateration-between cell towers at the zip code or neighborhood level, with carrier and transmission limitations
- IP address- Static devices such as PC’s connected TV or OTT. Not very accurate.
- Registration Data
- 8. Behavioral analysis
So if you are asked to give your “location” in app, and you do so, these are ways you can be tracked. Yes, marketers are into tracking the results of their campaigns. Will they zero in on you, personally? It’s not likely.
Here is a link to the press release about the guidelines. http://www.mmaglobal.com/news/iab-mrc-mma-propose-updates-ad-measurement-guidelines-moving-industry-count-begin-render-model
If you would like to read the guidelines and comment, before the end of January, here is the website to visit. http://www.mmaglobal.com/documents/mobile-app-and-mobile-web-advertising-measurement-guidelines