This document presents guidelines for the measurement of digital location-based advertising including measurement or attribution of device and user location for physical visitation and advertising exposure (including static devices such as desktop PCs, connected TVs, OTT devices, as well as mobile devices such as tablet, smartphones, etc.) as well as place measurement as a reference point for physical visitation and location-based targeting.
The document was prepared for the use and benefit of the media Industry, especially those constituents that analyze audience volumes based on location attributes or those entities that seek to analyze physical visitation or foot traffic. It should be noted that the “best” methods and approaches to measure the audience of any media are driven by the nature of the medium, its environment, its mode(s) of delivery and how its audience consumes and interacts with the medium.
This is especially true of Location Based media due to the diverse nature of the locations, environmental factors for each location and the available measurement techniques for these unique environments. This document establishes a detailed set of methods and common practices for entities that measure and use location-based metrics.
These Guidelines are intended to establish and document good practices of measurement; improve practices and disclosures used by practitioners; and also provide education to users of location-based measurement data from all segments of the Industry. This document also establishes a recommendation and a benchmark for audit processes whereby the practices and disclosures of location-based measurement organizations can be voluntarily validated by third parties.
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