MMA ‘Location Guide’ a Great Primer on Local-Mobile Targeting

XAD | 10 / 02 / 2013

Monica Ho of xAd and her fellow MMA Location Committee members have done a great job with their new Location Terminology Guide. However it’s really much more than an annotated glossary. It’s a discussion of the various location targeting strategies and technologies, as well as the associated business and advertising models.

It’s a great primer for people who want or now need to get quickly up to speed on location targeting on mobile devices (read: agencies, advertisers). Each scenario and approach is evaluated in terms of pros and cons. For example:

Screen Shot 2013-10-02 at 9.48.09 AM

Below is great graphic from the Guide showing the array of geo-positioning technologies and their comparative reach vs. accuracy.

MMA location graphic

As much as I hate “infographics,” I love this graphic because it elegantly conveys lots of information in a single image. Bravo to whoever conceived of it.

While some of the terms and language in the Guide (e.g., “Indoor Positioning System”) may not stick, the specific terms are not really the point. The larger value here is the comprehensive treatment of location and the way that the Guide systematically lays out the options and use cases.

If you’d like to read it, you can download the guide for free.

Article originally posted at

Portions of this page translated by Google.