These guidelines have been released just in time for our upcoming Business of Digital event on April 5th covering the topic of LBA.
The Media Rating Council (MRC) have released the final version of its Location Based Advertising Measurement Guidelines, which were developed in collaboration with the Mobile Marketing Association (MMA) and IAB. The guidelines are now formally in place after a period of open commentary since November 2016. They were carefully developed to serve as industry guidance for the measurement of digital location-based advertising.
Developed with the assistance of a broad working group of industry practitioners, the guidelines provide key definitions for location-based measurement terms, as well as recommended research practices and disclosures concerning the assignment of device or user location for use in digital advertising measurements. As such, the Guidelines will also serve as a benchmark by which those organizations who engage in such measurement practices can seek to have their services voluntarily validated through an independent third party auditing process.