This paper is written for product or data managers in publishing companies who are considering leveraging mobile location data to enhance their advertising inventory and are looking for solutions to collect and monetize it while navigating issues such as data leakage and user experience. This document assumes basic knowledge about mobile location data such as its marketing use cases and location data sources. There is a resource section at the end of the document for publishers seeking additional background information.
The is the first time that IAB has presented detailed geo-data use recommendations for publishers, and this paper starts by identifying key benefits:
- Location-based ad inventory leading to price premiums
- Licensing data to select aggregators creating new revenue streams . . .
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