IAB Mobile Location Data Guide for Publishers
Why should publishers care about mobile location data?
Mobile location data is a treasure trove in the marketing world. Among the many values that it brings to publishers, four major benefits have emerged, including:
- Enhanced ad targeting capabilities, driving higher eCPMs and fill rates
- Incremental revenue generated by licensing mobile location data to other interested parties
- Greater understanding of audience preferences which can be used to inform content development and delivery
- Improved measurement of ad effectiveness gained by analyzing marketing's impact on real world behavior
Price Premiums for Location-Enhanced Ad Inventory
Mobile ad...