MMA Location Terminology Guide


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.  


Location Committee



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