Christopher Schouten, director sénior de Producto y Mercadeo para TV paga de Nagra
The Media Rating Council (MRC) issued the final version of its Location Based Advertising Measurement Guidelines, which were developed in collaboration with the Mobile Marketing Association (MMA) and IAB. “With the release of the Location Based Advertising Measurement Guidelines, the industry now has a set of recommended practices to serve as a guide in the collection and reporting of location-based data” said George W. Ivie, Executive Director and CEO of MRC. He added, “Accurate location data that’s collected in a consistent and transparent manner can add utility to the measurements on which digital advertising is bought and sold, and, as such, the release of these guidelines represents another step in fulfilling the Making Measurement Make Sense (3MS) mission of producing standards designed to enhance the state of digital advertising measurement.” “We are quickly moving from a mobile-first world to one that is mobile-only, and the industry needs measurement guidelines that address this shift” said Anna Bager, SVP and General Manager, Mobile and Video, IAB. “Location-based advertising is already a key part of many marketers’ strategies, and these guidelines will be central in building a trusted media environment where geo-marketing can flourish, benefitting consumers and advertisers.” The guidelines can be downloaded here.
