• by Tobi Elkin  @tobielkin, March 29, 2017

With ad measurement and performance under more scrutiny than ever, The Media Rating Council (MRC) on Wednesday issued the final version of its Location-Based Advertising Measurement Guidelines, which were developed in conjunction with the Mobile Marketing Association and the Interactive Advertising Bureau (IAB).

The guidelines, which offer guidance for the measurement of digital location-based advertising, were disclosed for public comment in draft form in November.

The MRC said the guidelines offer definitions for digital location-based measurement terms, as well as recommended research practices and disclosures regarding the assignment of device or user location for use in digital ad measurements. They serve as a benchmark that companies and agencies can use if they choose to have their services voluntarily validated through an independent third-party auditing process.

"These guidelines cover measurement of device or user location and place measurement to derive physical visitation (foot traffic), and allow location-based targeting or advertising. They are part of the next phase of the Making Measurement Make Sense (3MS) objective to advance digital measurement to audience assignment (including location)," Ron Pinelli, Jr., VP, digital research and standards, MRC, told Real-Time Daily via email.

“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,” stated Anna Bager, senior vice president and general manager, mobile and video, IAB. She said that location-based advertising is already a key part of many marketers' strategies.