- The Mobile Marketing Association has announced the formation of a Mobile Location Data Accuracy Group meant to eliminate confusion and increase marketers' trust in location-based advertising.
- As part of this effort, the MMA is also creating a Location Leadership Council — a sort of "think tank" built to brainstorm how mobile location data can be improved.
- Eventually the group plans to develop strict, standardized definitions to hold vendors accountable.
Right now with everything in flux, location-based marketing hasn't received the credibility it is capable of or maybe deserves. Having a group dedicated to improving the format should help form some industry standards that can help it move forward. With just about every person carrying a mobile device with them, it only makes sense to find ways to capitalize on that — and the Mobile Location Data Accuracy Group should be able to help the industry get there.