How does location-based advertising work?

Location-based advertising is the process of serving advertising messages based on location as the targeting parameter. Typically, the location is derived by a phone’s GPS signal, which includes a lat/long of a mobile device, and then is mapped back to particular location. This type of location-based advertising can result in extremely accurate targeting. However, this is not the only way to run location-based advertising. For example, a marketer may decide to target a broader area or specific DMA (designated market area), which can be a ZIP code, city or even state. If a consumer has their location services turned-on and uses any app or website whereby the consumer has opted in to sharing their locations, an advertiser may decide to serve them an advertisement. Other ways location can be used for marketing is through SMS text, push notifications, or even beacon technology, which all center around the idea of location as the contextual parameter.

Learn more about our location-based advertising platform at GroundTruth and discover the power of location at your fingertips.