A Buyer's Guide About Mobile Location Data
The Mobile Location Data Buyer's Guide was developed by the IAB Mobile Location Data Working Group, part of the IAB’s Mobile Marketing Center of Excellence.
The scope of the document is to provide a set of questions that are important to the success of campaigns using location data – for which any provider should be able to clearly and thoroughly answer for their buying partners and agencies. It is provided as a guide to empower buyers with a framework and tools to engage in meaningful conversations with their media, technology and service providers about mobile location data and its use. This guide is written for advertisers, agencies and marketers who have a general understanding of the different types of mobile location data available and how they may be used tactically for specific campaigns. There is a resource section following the guide of 12 questions for buyers who are new to mobile or unfamiliar with location data.