As mobile advertising continues to grow, so does marketer interest in refined measurement solutions which can help them better understand and optimize their mobile advertising spend. Namely, many seek the ability to measure campaign performance beyond the click-through. Mobile location data creates possibilities for campaign measurement far beyond what can be gleaned in the desktop environment using the cookie. Solutions today can provide a highly accurate view of real-world foot traffic, lift in product sales, and other key measurements of marketing success.
NinthDecimal’s Keith Kilpatrick recently contributed to IAB’s new Location Data primer to educate digital buyers and sellers on how mobile location data can be used to show campaign effectiveness and cross-platform campaign attribution in our new world of mobile measurement.