MMA Location Committee
LOCATION TERMINOLOGY GUIDE
OPEN SOURCE VERSION FOR INDUSTRY EDITING
If you are interested in editing this document for the improved consistency and accuracy of industry understanding of location-related knowledge, please request permission to be an Editor. You can request permission from this page.
CONTENTS
INTRODUCTION: THE LANGUAGE OF LOCATION
LOCATION DATA & SIGNALS
LOCATION TARGETING & STRATEGIES
LOCATION MEASUREMENT & METRICS
GLOSSARY OF TERMS
WHO WE ARE
ABOUT MMA
INTRODUCTION - THE LANGUAGE OF LOCATION
In a single day, there are twice as many Android devices registered (1.3M) than there are weddings, births, and deaths combined around the globe* (* MMA Essential Considerations for Mobile Email). Mobile devices are virtually ubiquitous, having reached mass penetration with users integrating devices into their daily lives at a breathtaking pace. With Google reporting that nearly 50% of all of their mobile search activity now has some sort of local intent, there has never been greater demand or opportunity surrounding content localization and location technologies. In fact, the latest projections (BIA Kelsey, March 2013) estimate that location-based mobile ads will grow to $9 billion - or 55% of total mobile ad spend - by 2017.
With so much growth over such a short period of time, a critical need for ongoing education and resources has emerged to help marketers navigate this growing but constantly changing and evolving marketplace. Location encompasses a tremendous diversity of technologies, measurements and metrics that are often identified through acronyms or phrases. For a marketer, publisher or media buyer, understanding the language of location is now an essential skill.
In response, the MMA Location Committee has developed this guide to serve as a quick, go-to resource to explain fundamental technologies, measurements and strategies in addition to the growing list of the terms and acronyms that have rapidly become commonplace in the industry. Our hope is that by developing and encouraging a common and consistent language we can all help in realizing the mobile location opportunity to the fullest while building confidence from marketers in the process.
In an effort to ensure this guide represents a fair and unbiased view and continues to keep up to date with the latest technological and business evolutions of mobile location, this document has been posted to a public wiki-style site that will enable readers to edit, change and/or make critical additions as necessary. You can access the document at the link below. Note: once in the document, you can request editing rights. Thank you for your feedback and participation.
www.mmaglobal.com/location-terminology-guide
A Word About Privacy & Self Regulation
Location is by far the most important aspect of context with mobile. It is also the most sensitive due to privacy concerns regarding the mobile marketing environment, specifically mobile data collection, sharing, and use practices.
The Digital Advertising Alliance’s (DAA) ongoing efforts to define best practices in this area have been designed to ensure that principles of user privacy and collection transparency are honored throughout the mobile advertising and marketing industry. In the DAA’s Application of Self-Regulatory Principles to the Mobile Environment (July 2013) mobile marketers are directed to: “give clear, meaningful and prominent notice of transfers of Precise Location Data to Third Parties, or Third Parties’ collection” among other practices. The MMA and the Location Committee support these principals which are available for download at http://www.aboutads.info/DAA_Mobile_Guidance.pdf.
In addition, emerging technologies intend to move beyond today’s current opt-in practices, and assure that the user can maintain the confidentiality of their contact data and other PII (personally identifiable information) even while using location-based services (LBS). These technologies give the consumer control of when, where and from whom they receive content on their mobile devices, resulting in customer-centric targeting or consumer-controlled targeting (CCT)--as compared to first-generation LBS, where content is generally pushed to all (or targeted) devices within a certain location. Instead of using Device Fingerprinting, IDFA/IFA or other Device ID, these new technologies deploy proprietary Variable Identifier Information (VII) so that consumers can anonymously engage specific marketers, brands and retailers when and where they want.
LOCATION DATA & SIGNALS
Mobile technology today allows marketers to reach their mobile audiences in ways that were never before possible. Unlike more traditional mediums, mobile ad and engagement campaigns can leverage a user’s current, past or future locations combined with data such as demographics, social behaviors, and visitation patterns to create a truly targeted and engaging advertising experience.
Although the promise of mobile is the most accurate targeting of any medium - the reality is that the technology behind the ad targeting and the accuracy of the location data being utilized are the main determinants for targeting precision.
Because mobile campaign performance is tightly linked to these factors, marketers must understand the different types of location data and technologies that are available for ad targeting today and the proper use for each type. Failure to understand this can result in lack-luster performance and missed mobile opportunity.
To help marketers understand these factors, we have outlined the eight most commonly used types of location-determining technology along with their unique advertising pros and cons.
1. Indoor Positioning System (IPS)
IPS is a network of devices used to wirelessly locate objects or people inside a building. Instead of using satellites, an IPS relies on nearby anchors (nodes with a known position), which either actively locate tags or provide environmental context for devices to sense. Indoor Positioning Systems utilize geo-precise location information through the use of Wi-Fi, Bluetooth or other location-determining technologies.
Pros: It is considered to be more accurate than the outdoor-based systems (i.e. GPS)
Cons: There are privacy implications, as this is a geo-precise signal. Scale is limited due to the precise signal, typically reaching a smaller audience.
2. Bluetooth (BT)
A wireless Technology standard for exchanging content and data over short distances from fixed and mobile devices with high levels of security.
Pros: BT devices (access points) allow for extremely accurate location based marketing (zones can be set for 10 – 100FT). Multiple BT devices set up indoors (a form of Indoor Positioning or IPS) can create intelligent networks capable of determining a device’s precise location, time spent in certain locations and directional information along with reporting BT activity.
Cons: This method is considered geo-precise and therefore has privacy implications. It requires users to have BT turned on and VISIBLE, losing those potential customers who don’t have the right settings turned on.
3. Global Positioning System (GPS)
GPS is a satellite-based system that is considered the gold standard of location data as it is among the most accurate of methods; it provides the actual latitude and longitude (lat/long) of the device.
Pros: All modern smartphones have GPS capability. The signal is geo-precise, timely, and does not require sign-in like Wi-Fi; it is passively active if the consumer has opted in to allow access to this information.
Cons: This method is considered geo-precise and therefore has privacy implications. It requires users to have GPS turned on and to activate location sharing, losing those potential customers who don’t. GPS also has limitations when used indoors due to interference with building structures. Due to the small targeting area (as determined by the lat/long coordinates), this method also reaches a limited audience.
4. Wi-Fi Hotspots
A hotspot is a site that offers Internet access over a wireless local area network (WLAN) through the use of a router connected to a link to an Internet service provider. Hotspots may be found in coffee shops and various other public establishments in many developed urban areas throughout the world.
Pros: Hotspots deliver a high degree of specificity and geo-precision of a specific location, but not necessarily an X/Y coordinate within that location. Consumers who have agreed to use the Wi-Fi hotspots are actively engaged with their devices at the time. The system can provide location-discovery capabilities indoors and in dense urban areas.
Cons: They require users to be on the local network with location sharing turned ON. Due to the small targeting area (as determined by the WLAN), this method also reaches a limited audience. In addition, this method is considered geo-precise and therefore has privacy implications
5. Wi-Fi Triangulation
The Wi-Fi triangulation system looks for and examines the strength of all nearby Wi-Fi systems in relation to a specific device. The localization technique used for positioning with wireless access points is based on measuring the intensity of the received signal.
Pros: The system can provide location-discovery capabilities indoors and in dense urban areas.
Cons: Wi-Fi must be turned ON user phones and accuracy depends on the number of Wi-Fi hotspots that are available in the area. As a result, this method typically reaches a limited audience. In addition, the processing time involved in triangulation may cause latency in the communication of this location information.
6. Cell-Tower Triangulation
Cell tower triangulation determines location based on a mobile device’s relative distance to the nearest cell phone towers. Accuracy increases with the number of cell towers nearby.
Pros: Cell tower triangulation doesn’t require users to have smartphones nor GPS/Wi-Fi turned ON. It performs well in dense, urban areas.
Cons: Does not perform well in remote areas where towers are more spread out. Does not offer geo-precise targeting capabilities.
7. IP Address
The IP address (e.g., 10.226.29.91) assigned to the connection can provide an
approximate location.
Pros: Using IP addresses requires nothing but an Internet connection: no cell signal, no GPS – even an Ethernet connection works.
Cons: With the lack of accuracy of tracking, it is not geo-precise. There are privacy concerns regarding unique addresses – the EU considers them privacy protected.
8. User-reported Location Data
User-generated location data created by users providing an address or zip code when registering for a service.
Pros: Especially when applied to social targeting, user-reported location data can deliver high value through high engagement (refer to marketing tactics section for more on this).
Cons: Unless it is tied to social targeting, there is little or low likelihood that the user is actually at the registered address/zip code and very difficult to differentiate between what might be a user’s home or work address.
Before starting any mobile advertising program, make sure to validate with your ad provider that the location data they are utilizing matches up to the targeting technique you are looking to deploy (as indicated above).
LOCATION TARGETING & STRATEGIES
Location awareness provides a unique opportunity for marketers to target consumers based on their physical proximity to specific locations or as an indicator of behavior. The convergence of mobile’s “always on” technology with the personal nature of the mobile device gives brands new, engaging ways to interact with consumers with location providing additional context and relevance.
Determining the ideal degree of targeting precision requires marketers to further embrace strategic thinking, to understand their audience/user and to have the willingness to alter their approach as their campaigns evolve. For example: targeting customers just outside a store may deliver desired returns if looking to promote a limited time offer or immediate call to action. However, this method may not be the most effective if trying to drive awareness about a new store opening or a new product offering about to be unveiled due to its more limited reach.
STANDARD LOCATION TARGETING
Standard location targeting is easily available across mobile devices. Ex: Country, State, City, DMA, and Zip Code.
Pros: Familiarity – a common technique used in desktop, easily understood/adopted by advertisers. Not geo precise, so easily scaled.
Cons: Because it does not require geo-precise data, it is better used for awareness-driving rather than direct response campaigns.
LOCAL CONTENT TARGETING
Utilizing regional mobile web and/or app inventory to achieve local coverage. Local content such as: LA Times, NBC Connecticut or Patch.com are all examples of how a brand can accomplish location targeting through regional mobile content.
Pros: Simplicity – Place an ad in the LA Times and the likelihood is that your message will primarily reach customers in and around Los Angeles.
Cons: Lack of specificity – users from NYC or Seattle also read the LA Times. Like standard location, this is best used for awareness raising campaigns only - due to lack of precision.
LOCATION SOCIAL TARGETING
Check-in based applications like Yelp, Foursquare, etc.
Pros: Brick and mortar businesses are able to easily reach potential customers who are physically in or near their location.
Cons: Lack of scale, only reaching those users who are in the area and utilizing these apps.
GEO-FENCING
Identifies a point of interest on a map and establishes a radius around it for targeting purposes.
Pros: Allows advertisers to reach a very precise local audience when they are near a specific point of interest. Geo-fencing can be used for direct response, driving specific actions based on user location.
Cons: Requires geo-precise inventory (GPS Lat/Long, Wi-Fi etc.). Small targeting area means high performance but low overall reach/scale.
GEO-CONQUESTING
Uses location data to identify a brand’s competitors in an effort to promote a competing or competitive offering to their customers. This can be done in two ways. The most popular form of geo-conquesting leverages the technique of geo-fencing to reach and engage consumers when they are in or around a target competitor location. Another form of conquesting leverages a device’s past location behavior – allowing marketers to reach consumers who have previously visited a competitive location.
Pros: Allows advertisers to reach specific audiences in/around competitive locations in real time; excellent for direct response. Also allows the ability to target devices based on past visitation behaviors; this targeting approach offers increased reach and is excellent for driving increased awareness.
Cons: The geo-fencing version of conquesting requires geo-precise inventory (GPS Lat/Long, Wi-Fi etc.). Small targeting area means high performance but low overall reach/scale.
POLYGON TARGETING
When the need for structured targeting is apparent, a marketer would choose multiple spots on a map to identify the appropriate radius for their offering. Ex: Telecom provider with select a radius based on regions that can accept their broadband services or,a Retailer wishing to closely define only their store within a high density environment.
Pros: Allows a custom targeting area.
Cons: Depending on size of targeting area – this technique may require geo-precise inventory resulting in low overall mobile audience/target reach.
WI-FI TARGETING
Wi-Fi connections can be targeted individually (ex: College Campus Wi-Fi) or grouped to define like-minded audiences (ex: In-Flight, Airport & Hotel Wi-Fi = Travelers).
Pros: Allows advertisers to reach a very precise local audience when they are near a specific point of interest. Wi-Fi-targeting can be used for direct response, driving specific actions based on user location.
Cons: Requires geo-precise inventory (GPS Lat/Long, Wi-Fi etc.). Small targeting area means high performance but low overall reach/scale.
GEO-AWARE TARGETING I.E. LOCATION BASED PROFILES
Geo-Aware advertising uses the context of a given location to serve relevant ads to mobile users who are in or who enter a specific location. This type of targeting strategy relies on the layering of multiple data sources to the area to help drive out additional consumer context such as the typical type of demographic that frequents the area, types of businesses within the area, purchasing behavior, etc. This technique typically relies on past behaviors observed within the location vs. more geo-precise targeting techniques which rely on a user’s current location behaviors.
Pros: Allows ability to reach users based on past behavior, allows high reach as these profiles can be found nationally and are typically tied to geo-standard areas such as zip codes, cities and Designated Marketing Area’s (DMA’s).
Cons: Lack of accuracy in targeting, since most profiles are based on static or past mobile behaviors
LOCATION MEASUREMENT & METRICS
Understanding the language of mobile measurement techniques and metrics available has never mattered more than today. Case in point: from 2011 to 2012, mobile ad spend grew 111%, the second year of triple-digit growth.† The goal of this section is to define the marketing opportunities available and to clarify the various techniques and methods used for measuring the success of mobile campaigns. From awareness-based measurement all the way through to actual conversion metrics, mobile helps marketers connect the dots and fully realize the full potential of their initiatives.
† http://www.adexchanger.com/data-nugget/iab-mobile-ads-captured-9-of-online-ad-spend-in-2012
PRIMARY | PRICING | CAMPAIGN PERFORMANCE | ROI/SPEND EFFECTIVENESS MODEL | DETAILS |
CPM Cost Per Thousand Alternative/related terms: Cost per Impression Cost per View | x | Pricing based on the number of impressions served. CPM is currently the most common pricing model. (Calculated as $X per 1,000 impressions) | ||
CPC Cost per click | x | x | Pricing based on the number of ads actually clicked; versus total impressions served. (Calculated as $X per 1,000 clicks or CPC = CPM / (1000 × CTR) or Cost of program / # of Clicks) | |
CTR Click Thru Rate | x | A performance measure based on the percentage of ads clicked on divided by the total number of impressions served (Ad Clicks/Ads Served) | ||
CPL Cost Per Lead | x | x | x | An effectiveness measure to determine the “cost” for acquiring leads, calculated by taking the total (campaign) costs, divided by the number of new leads. E.g., the goal of the campaign could be insurance quote inquiries, using a click-to-call campaign, targeted to mobile users within a two mile radius of a local agent. The CPL would be the cost of the campaign, divided by the total number of calls received. Note: CPL is sometimes used as pricing model. |
CPV Cost Per Visit Alternative/related terms: SVL | x | x | An effectiveness measure to determine the “cost” for increasing store or site visits, calculated by taking the total (campaign) costs, divided by the number of total, incremental, or directly tied visits. Note: The ways in which visit are captured and calculated vary across advertisers and vendors. | |
PCR Post Click Rate Alternative/related terms: Secondary Action Rate (SAR) | x | x | A performance measure based on the percentage of ads that resulted in a down stream “action” or desired behavior, beyond the initial ad click, divided by the total number of impressions served (Post 1st Click Action/Ads Served or Post 1st Click Action/Ads Clicked or PCR = # of 1st Clicks / # of downstream or secondary actions) | |
PPA Pay per Action Alternative/related terms: Cost per Action | x | x | Pricing based on the number of times a user engages in the predetermined goal or “action” E.g., the goal of the campaign could be to get a user to watch a video, in which case the buyer only pays for completed video views (Calculated as $X per action, or $X per 1,000 actions or PPA = Cost of program / # of desired actions) | |
PPC Pay per Call | x | x | x | Cost/performance calculation based on the number of calls received from a campaign/program (Calculated as $X per call or Cost of program / Total # of calls) |
SVl Store Visitation Lift Alternative/related terms: Place Visitation Rate (PVR) In-store Traffic Lift (ITL) Mobile Attribution | x | A metric with various formulas (and names), depending on the advertiser or vendor, but all built around a notion of measuring increased foot traffic as a result of a mobile campaign | ||
CPA Cost per Acquisition Alternative/related terms: Cost per Conversion (CPC) | x | x | x | Pricing based on the number of newly acquired consumers E.g., the goal of the campaign could be customer sign-ups for a weekly newsletter, where the CPA is based on the total number of email addresses collected. (Calculated as $X per new or converted customer) An effectiveness measure to determine the “cost” for acquiring or converting new customers, calculated by taking the total (campaign) costs, divided by the number of newly acquired consumers |
CPI Cost Per Install Alternative/related terms: Cost per Download (CPD) | x | x | Pricing based on number of app downloads.(Calculated as $X per install, or app download or CPI = Cost of program / # of Installs / app downloads) | |
CPS Cost Per Sale Alternative/related terms: Cash Register (Cost to “ring the cash register”) | x | An effectiveness measure to determine the “cost” for generating a POS transaction, calculated by taking the total (campaign) costs, divided by the number of total, incremental, or direct transactions. E.g., the goal of the campaign could be to redeem a digital coupon, in which case the CPS is the cost of the campaign, plus the coupon value, divided by the number of users that walk into a store and redeem the coupon, and make a purchase |
Mobile represents an ongoing evolution, growing and changing at unprecedented speed. With so many facets and players, achieving widespread standardization on a myriad of topics like data terminology, targeting methods and strategies, measurement and metrics is a uniquely worthwhile challenge. With greater understanding of the language of location, marketers will be empowered to make the best decisions that fully realize the potential of their brand both within and beyond the mobile medium.
GLOSSARY OF TERMS
Assisted Global Positioning System (A-GPS) (see GPS)
A-GPS enhances the performance of standard GPS in devices connected to the cellular network. A-GPS improves the location performance of cell phones (and other connected devices) in two ways:
Android ID (see Device ID)
Android’s device identification number (ID), which is determined during the device’s first boot. These device identification numbers remain constant for the lifetime of the device unless a factory reset is performed.
Areas of Activity (aka Mobile Areas of Activity or AOA)
Locations that users frequent on more than one occasion. By analyzing AOA collectively, patterns of mobile behaviors and preferences emerge. The AOA’s often help form geographic, demographic, and behavioral profiles.
Bluetooth Technology
Using technology to search for consumers with their device’s Bluetooth on and visible and reaching out to them via a push notification to offer them content. Bluetooth is a delivery protocol that is extremely flexible and can deliver a wide variety of content ranging from trailers for studios and networks, simple text message and links to scan-able coupons. Another benefit is that it is free to the consumer.
Census Tract
A census tract, census area, or census district is a geographic region defined for the purpose of taking a census. Usually these coincide with the limits of cities, towns or other administrative areas within a county.
Centroid Targeting (see Geo-Fencing)
Cell-tower Triangulation (see Location Signal)
This method determines location based on a mobile device’s relative distance to the nearest cell phone towers. Although it has the term “triangulation” it can mean more or less than three towers. Accuracy increases with the number of cell towers nearby. Cell tower triangulation often does not work well in rural areas, but can work well in urban areas.
When GPS signals can’t reach the device’s GPS chip, which often happens indoors, the device will often report its location by communicating with the cell tower it’s connected to and estimating its distance.
City centroids (see Lat/Long)
Refers to the center of the city or center of the city mass often stated in Latitude and Longitude coordinates. Centroids are often used when inexact location data is present.
Click Through Rate (CTR)
A performance measure based on the percentage of ads clicked on divided by the total number of impressions served (Ad Clicks/Ads Served).
Click to Call Rate (CTC)
A performance measure based on the percentage of ads that resulted in a “click to call” action, divided by the total number of impressions served (Post 1st Click Action/Ads Served).
Consumer-Controlled Targeting (CCT)
Location-based services where the consumer or customer is in control of when, where and from whom s/he wants to receive content on her mobile device
Cost per Action (see Pay-per-Action)
Cost per Acquisition (CPA)
Cost per Call (see Pay-per-Call)
Cost per Click (CPC)
Cost per Download (CPD)
Cost per Drive (see Cost per Navigation)
Cost per Install (CPI) (see Cost per Download)
Cost per Navigation (CPN)
Cost/performance calculation based on the number of resulting map downloads or access to driving directions / navigations.
Cost per Sale (CPS)
Cost per Lead (CPL)
Cost per Thousand (CPM)
Cost per View / Impression (CPI) (see Cost per Thousand)
Cost per Visit (CPV)
Cost/performance calculation based on the number of times a user visits a store or site. The way a visit is captured and calculated varies across advertisers and vendors.
Cross-Application Data
Data collected from or through an application on a device regarding application use over time and across non-affiliate applications.
Customer-Centric Targeting (CCT)
Location-based services where the consumer or customer is in control of when, where and from whom s/he wants to receive content on her mobile device. See A Word about Privacy & Self-Regulation
De-identification
The process of de-identification, by which personal identifiers (i.e. phone numbers, names etc.) are removed from information in an effort to mitigate privacy risks to individuals.
De-identifiable Information (DII)
Data that has gone through the De-identification process and cannot reasonably be connected or associated to a consumer or a specific computer or mobile device.
Device ID
A device ID (device identification) is a distinctive number associated with a smartphone or similar handheld device. Device IDs are separate from hardware serial numbers.
Types of device ID’s: Android ID
Identifier for Advertising of IDFA or IFA (iOS)
Universal Device ID or UDID (iOS)
MAC Address: Media Access Control address
Device Fingerprinting
A device, machine, or browser fingerprint is information collected about a remote computing device for the purpose of identification. Fingerprints can fully or partially identify individual users or devices even when cookies are turned off.
Device Location (see Mobile Location)
Dynamic Location
Location that is represented by a user or devices real-time location. As a result, the location the user or device is in does not remain static, but instead is in constant motion.
Dynamic Targeting
Mobile ad targeting that is based on some form of real-time data / behaviors. As a result, the targeting area does not remain static, but instead is in constant motion.
Fingerprinting (see Device Fingerprinting)
GPS (Global Positioning System aka Outdoor Positioning System or OPS)
A global system of U.S. navigational satellites developed to provide precise positional and velocity data and global time synchronization for air, sea, and land travel.
General Location (see Standard Location)
Geo-Aware (aka Location Aware)
Refers to devices that can passively or actively determine their location.
Geo-Aware Ad Targeting
Geo-Aware advertising uses the context of a given location to serve relevant ads to mobile users. This type of targeting strategy relies on the layering of multiple data sources to the area --- to help drive out additional consumer context such as typical type of demo that frequents the area, types of businesses within the area, purchase behavior etc. This technique typically relies on past location behaviors vs. more geo-precise targeting techniques that rely on a user’s current or future location behaviors.
Geo-Behavioral (see Location Based Profiling)
Geo-Conquesting
Geo-Fencing
A technology that allows an advertiser to select a geographic point using latitude and longitude information and then to create a virtual “fence” around that point of a given radius (e.g., an advertiser can pinpoint a bank branch, then deliver a specific ad to anyone who comes within a 200 meter radius). Ads delivered through geo-fencing typically yield higher conversions and better ROI for advertisers.
Geo-Location
The identification of the real-world geographic location of an object, such as radar, a mobile phone or an Internet-connected computer terminal. Geo-location may refer to the practice of assessing the location, or to the actual assessed location.
Geo-Precise Location (see Precise Location)
Geo-Profile or Geographic Profile (See Location Profile)
Historical Location
Based on activities or events that happened in the past in a distinct area
Hotspot (aka Wi-Fi Hotspot)
A hotspot is a site that offers Internet access over a wireless local area network (WLAN) through the use of a router connected to a link to an Internet service provider. Hotspots typically use Wi-Fi technology. Hotspots may be found in coffee shops and various other public establishments in many developed urban areas throughout the world.
Hyper-local
Hyper-local connotes information oriented around a well-defined community with its primary focus directed toward the concerns of its residents. The term can be used as a noun in isolation or as a modifier of some other term (e.g. news). When used in isolation it refers to the emergent ecology of data (including textual content), aggregators, publication mechanism and user interactions and behaviors which center on a resident of a location and the business of being a resident. More recently the term hyper-local has become synonymous with the combined use of mobile applications and GPS technology.
IDFA / IFA or Identifier for Advertising (see Device ID)
The IDFA is an Apple Device ID released with iOS 6 and is a cross application / publisher identifier. Unlike its predecessor, the IDFA is not permanently tied to a mobile device, as users can reset their IDFA at any time for added security or opt out of ad tracking altogether with a setting aptly named, “Limit Ad Tracking.” As a result, the IDFA can no longer be easily linked to specific devices/users.
IP address (see Location Signal)
Indoor positioning systems (aka IPS or ILS [Indoor Location System] or WPS [Wi-Fi Positioning system])
Any system that attempts to provide an accurate position inside of a covered structure, such as an Airport, a Subway, or a Mall. It is generally implied that modern indoor positioning systems do not use GPS Satellites due to GPS’s inability to penetrate structures or define a specific location point in an area more granular than 20 meters. An IPS relies on nearby anchors (nodes with a known position), which either actively locate tags or provide environmental context for devices to sense.
Indoor Location System (see Indoor Positioning System)
In-Store Traffic Lift (ITL) (see In-Store Visitation Rate)
In-Store Visitation Rate (IVR)
A metric with vary formulas (and names), depending on the advertiser or vendor, but all built around a notion of measuring increased foot traffic as a result of a campaign.
In-Store Visitation Lift (see In-Store Visitation Rate)
Lat/Long (Latitude/Longitude)
Point-in-Time location
Historical location
City centroid location
Zip centroid location
Location Aware (see Geo-Aware)
Location Based Mobile Marketing
Location Based Advertising (LBA)
Location-based advertising (LBA) is a form of location-based marketing that integrates mobile advertising with Location Based Services. The technology is used to pinpoint consumer’s location and provide location-specific advertisements on their mobile devices.
Location Based Ad Network
A company that connects advertisers to mobile web sites and or applications that have the capability to host location-specific advertisements. The key function of an ad network is aggregation of location specific ad space supply from publishers and matching it with advertiser demand.
Location Based Profiling (aka Geographic Profile or Location Profile)
Location Based Services (LBS)
A location-based service, or LBS, is any information, entertainment, or social media service that is available on a mobile device, and makes use of geographical position. Position is determined by GPS, A-GPS, or Wi-Fi/cell tower triangulation.
Location enabled (see Location Aware)
Location as a Service (LaaS)
A location data delivery model where privacy protected physical location data acquired through multiple sources including carriers, Wi-Fi, IP addresses and landlines is made available through a centralized point.
Location profiling (see Location Based Profiling)
Location Signal
Refers to the different ways location data can be accessed and passed via mobile.
Types of location signals: Outdoor:
GPS
Wi-Fi
IP address
Cell-tower triangulation
User-Reported Location
Indoor:
A-GPS
Indoor Positioning System (IPS)
Wi-Fi triangulation
MAC Address or Media Access Control address (see also Device ID)
A unique identifier assigned to devices for communications on the physical network segment. A MAC address usually encodes the manufacturer’s registered identification number and may be referred to as the burned-in address.
Micro-Fencing
Similar to geo-fencing in that it allows an advertiser to select a geographic point using latitude and longitude information and to create a virtual “fence” around that point of a given radius. Unlike Geo-fencing, which primarily relies on GPS for positioning, Micro-fencing typically relies on Indoor Positioning Systems or IPS that allows fencing at a more granular level (less than 20 meters).
Mobile Location (aka Device Location)
Typically represented in Lat/Long coordinates as obtained by GPS or IPS. These coordinates can be precise, historical or predictive location points.
Mobile Unique Identifier or MUID (see Device ID)
A unique combination of numbers or characters associated with a specific device. These identifiers come in various forms and under various names depending on the method of assigning the ID, the manufacturer of the device, and/or the operating system on the device (e.g., Apple uses UDID for its Unique Device Identifier).
Multi-Site Data
Data collected from a particular computer or device regarding Web viewing over time and across non-Affiliate Web sites.
Near Field Communications (NFC)
Near Field Communications is a technology for smartphones with chips that deliver a similar experience to the QR codes, i.e. no need to scan.
Outdoor Positioning System (OPS) (see GPS [Global Positioning System])
Pay-per-Action (PPA)
Pay-per-Call (PPC)
Personal Directory Data
Personal Directory Data is calendar, address book, phone/text log, or photo/video data created by a consumer that is stored on or accessed through a particular device.
Personally Identifiable Information (PII)
Information that can be used on its own or with other information to identify, contact, or locate a single person, or to identify an individual in context (source: Wikipedia).
Place-based Targeting (see Point of Interest Targeting or POI)
Place Visitation Rate (see In-Store Visitation Rate)
Precise Location (aka Geo-Precise Location)
Data about the physical location of a device that is sufficiently precise to locate a specific individual or device. Examples of location signals that provide geo-precise information include In-store Positioning Systems (IPS), Global Positioning Systems (GPS) and Wi-Fi.
Predictive Location (see Mobile Location)
The process of analyzing activities or events that happened in the past in a distinct area to predict future user or device behaviors.
Point-in-Time Location (see Lat/Long)
Refers to a user or devices location that was collected at a specific point in time. Often times location based applications and/or sites ask for a user to share their location. Most applications do not continually collect this information to help preserve a device’s battery life. As a result, user or device location data that may be accessible by one of these applications and/or sites may represent a user or devices location at the point in time when this data was last accessed/collected.
Point of Interest (POI) Targeting
Mobile targeting based around a particular location or locations, e.g., the Eiffel Tower, a gas station, and/or a sports stadium. The POI may or may not have a defined US Postal Address.
Polygons (Location Polygons) (see Geo-Fencing)
A targeting technology that allows user or device targeting down to a specified area of a map. Instead of a defined point (such as a Lat/Long) or a circular radius around a defined point, the targeting area is represented in the shape of a polygon.
Post Click Rate or Post Click Action (see Secondary Action Rate)
Proximity Marketing
Proximity marketing is the localized wireless distribution of advertising content associated with a particular location. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so.
RSS or Received Signal Strength
RSS can be used internally in a wireless network or Wi-Fi Positioning Systems (WPS) to determine the amount of radio energy being transmitted to an antenna / wireless receiving device. The devices received signal strength can then be used to determine the devices location as it moves around structure or building.
Radius
A straight line from the center of a point (can be represented in a Lat/Long or zip code or city Centroid) to the circumference of a circle or sphere. A radius is typically used in Geo-Fencing technology.
RFID (aka Radio Frequency Identification)
The wireless non-contact use of radio-frequency electromagnetic fields to transfer data, for the purposes of automatically identifying and tracking tags attached to objects. The tags contain electronically stored information. RFID tags are used in many industries. An RFID tag attached to an automobile during production can be used to track its progress through the assembly line.
Real-time location (see Precise Location)
SMS or Short Message Service
Short Message Service and be done proactively to people in areas via a push or reactively by asking people anywhere to type in a short code to receive info/offers/content.
Secondary Action Rate (SAR)
A performance measure based on the percentage of ads that resulted in a down stream “action” or desired behavior, beyond the initial ad click, divided by the total number of impressions served.
Standard Location (aka General Location or Standard Geo)
The use of zip codes, cities, DMAs or other standard geographic boundaries to define an area.
Static Location
Location that is represented in a fixed state. For instance, typical geo-fencing or zip code targeting in mobile is a form of static location as the fence or zip code typically does not move – but stays as static targeting areas during the life of the campaign.
Statistical ID (see Device Fingerprinting)
Tiles (location tiles)
A targeting technique that allows user or device targeting down to a specified area of a map. Instead of a defined point (such as a Lat/Long) or a circular radius around a defined point, the targeting area is represented in the shape of a square or a tile.
Unique Device ID Number (UDID) (see also Device ID)
Apple’s original unique device ID number which consisted of a 40-digit sequence of letters and numbers. These numbers were deprecated around August 2012 due to privacy concerns around the ability to tie UDID information to a consumer’s Personally Identifiable Information (PII). On May 1, 2013 Apple started to reject any application that leveraged this unique device identifier.
User reported location data (see also Location Signal)
Variable Identifier Information (VII)
Proprietary method enabling devices to communicate with each other without using a phone number, email address or other contact information, so that mobile users can maintain their anonymity even while using location-based services (LBS). See A Word about Privacy & Self-Regulation
Wi-Fi Hotspot (see Hotspot)
Wi-Fi Positioning System (WPS) (see Indoor Positioning System)
Wi-Fi triangulation (see Location Signal)
The Wi-Fi triangulation system determines a device’s location by looking for nearby Wi-Fi systems, and examining the strength of their signal and all the spots in the area. Accuracy is generally to 20 meters and is based on the number of Wi-Fi spots that are documented in the database. This data can be collected in multiple ways, including by mobile phones and by automobile-based collection systems. The system can provide location-discovery capabilities indoors and in dense urban areas.
Zip centroid
Refers to the center of a zip code or center of the zip code mass. Centroids are often used when
inexact location data is present.
WHO WE ARE
The MMA wants to acknowledge the important contributions of all of the following companies, with special thanks to:
Nielsen
xAd
Voltari
PlaceIQ
Mobiquity
Thinknear by Telenav
Alliance Data
Verve
MMA North American Members – Location Committee:
4INFO
Alliance Data
Ansible Mobile
AT&T
Beintoo
Digby
ESPN MOBILE
ExactTarget
Eye Mall Media
Factual
GFK Retail and Technology
InMobi
Loc-Aid Technologies
Millennial Media, Inc.
Mobile Messaging Solutions, Inc.
Mobilewalla
Mobiquity Networks
Motorola Mobility, Inc
Netclearance Systems, Inc.
Neustar, Inc.
Nielsen
One Louder
PayPal Media Network
PlaceIQ
Sense Networks
Smaato Inc.
Syniverse Technologies
The Integer Group
The Marketing Arm
The Weather Channel Interactive
Thinknear by Telenav
Time Inc.
Unicorn Media
Urban Airship
Verizon Wireless
Verve Mobile
Voltari
xAd
Yahoo Inc.
Thanks also to the MMA Privacy committee members and members of the IAB Local Committee for their review and feedback during finalization of this guide.
If you’d like to get involved with the committee, please contact committees@mmaglobal.com.
If you have comments on this guide, please visit www.mmaglobal.com/location-terminology-guide.
ABOUT THE MOBILE MARKETING ASSOCIATION (MMA)
Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 750 member companies, the MMA is an action-oriented organization with global focus, regional actions, and local relevance.
The MMA’s primary focus is to establish mobile as an indispensible part of the marketing mix. The MMA works to promote, educate, measure, guide, and protect the mobile marketing industry worldwide. The MMA’s global headquarters are located in the United States and has regional chapters, including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM), and Asia Pacific (APAC) branches. For more information, please visit Mobile Marketing Association (MMA) www.mmaglobal.com