In recent years, smartphones have become our everyday companions, whether searching for information, wanting to be entertained, staying in contact with family and friends, or sharing everyday activities with the world. With this increased usage of mobile phones a new field has emerged for the marketing industry – Mobile Data, meaning data generated by all these phones. But what exactly is this mobile data, and how can advertisers get access to data that meets quality and privacy standards?
This guide aims to explain the most important terminologies, sources and insights of which advertisers should be aware to manage successful mobile marketing campaigns. It was created by the Mobile Data Quality Lab of MMA Germany in collaboration with adsquare.