The IAB, along with its Mobile Marketing Center of Excellence, released the IAB Mobile Location Data Guide for Publishers. This guide is written for data managers in publishing companies who consider leveraging mobile location data to enhance their advertising inventory and who look for solutions to collect and monetize it.

While the core of the guide is professional, it also provides guidance on questions publishers should ask themselves when evaluating location data vendors and the associated privacy and data security concerns. In this regard, the guide elaborates on different ways to obtain users' permissions and on the risk of data leakage, including measures and controls that can be implemented by publishers to mitigate this risk.

In addition, the IAB goes into detail about the growing opportunity for publishers to license their location data to third parties to increase their revenues.