IAB offers insight on how to maximize benefits from location
data
In a reflection of the ongoing challenges marketers face
with leveraging mobile location data, the Interactive Advertising Bureau has
released a primer that focuses on using this data to analyze cross-platform
actions and media exposure.
The primer, “Marketing ROI and Location Data: A look at
current and emerging practices in leveraging Mobile Location Data for marketing
attribution and ROI,” aims to educate digital buyers, sellers, and other
interested parties on how mobile location data can be used to show campaign
effectiveness and cross-platform campaign attribution. The primer’s release
points to how as location data availability skyrockets, the industry is
experimenting with new applications and uses of this data, raising buyers’ and
sellers’ interest in using location data to understand return on investment.
“Many marketers approach the IAB and IAB members with a
strong interest in attaining better mobile measurement but lack a clear
understanding of the options currently available to them,” said Anna Bager,
senior vice president and general manager for mobile and video with IAB, New
York.
“They look to the IAB to help them understand what’s working in the
market and what can help them move their businesses forward.”
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