Location based targeting is arguably one of the most exciting opportunities in mobile advertising. By understanding someone’s location, advertisers are able to add context and relevancy to their advertising efforts, allowing them to deliver the right message to the right person at the right time. With this in mind, it’s important for agencies and advertisers to understand what’s possible when using location as part of a mobile campaign and to better understand the different technologies used to pin point a user’s location.
This booklet is the output of the IAB UK’s Mobile, Ad Operations and Display Trading advisory groups, who worked together to address the frequently asked questions in this field. It is worth noting that technology changes very quickly, and although this information was correct at the time of printing some changes in location-based targeting may occur.