The Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence have released the IAB Mobile Location Data Guide for Publishers, providing comprehensive information for publishers looking to tap into the power of geo-marketing. Developed by the members of the IAB Mobile Location Data Working Group, the new paper serves as a complement to the IAB Local Buyer’s Guide, published in October 2015 to arm advertisers and media buyers with practical advice on targeting local audiences through digital channels.
The paper marks the first time that IAB has presented detailed geo-data use recommendations for publishers, and starts by identifying key benefits:
- Location-based ad inventory leading to price premiums
- Licensing data to select aggregators creating new revenue streams
- Improved audience insights
- Providing precise measurement of how ad campaigns affect foot traffic to physical stores
The report offers publishers the step-by-step intelligence and insights they need to use geo-data successfully, ensuring they collect high-quality data by focusing on the following factors:
- 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)
In addition, the paper addresses consumer privacy and security issues, with recommendations for properly gaining user permissions, avoiding data leakage, and more.
“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,” said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB. “Location data not only improves publishers’ own advertising insights but also opens up completely new avenues of monetization.”
“Location-targeted mobile ad spending is expected to grow from $8.4 billion in 2015 to $11.3 billion in 2016,” said Vikas Gupta, Director of Marketing, Factual, and Co-Chair of the IAB Mobile Location Data Working Group. “It is an area with tremendous potential and this new guide offers intelligence and advice that can help deliver on its promise for publishers.”
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.