IAB launches Mobile Data Location Handbook to help marketers better use mobile location advertising
The Interactive Advertising Bureau of Australia (IAB) is looking to provide marketers guidance on how to use mobile location advertising to acquire and retain audiences via the publication of a new handbook.
Produced by the IAB Mobile Advertising Council, the Mobile Location Data Handbook aims to simplify location data for those thinking of employing it, and offers practical advice for those already using it in their marketing efforts.
The Handbook examines the various aspects of mobile location data, from the types of data available, the role it plays in the greater digital ecosystem and its use in planning campaigns. It also includes a section examining what questions to ask potential tech partners about location data.
