IAB Mobile Location Data Guide for Publishers

This paper is a guide for publishers comprising best practices, standards, data, innovation, reporting and all issues related to utilizing location data for mobile and cross-platform advertising.

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:

  1. Enhanced ad targeting capabilities, driving higher eCPMs and fill rates
  2. Incremental revenue generated by licensing mobile location data to other interested parties
  3. Greater understanding of audience preferences which can be used to inform content development and delivery
  4. Improved measurement of ad effectiveness gained by analyzing marketing's impact on real world behavior

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