What Marketers Need to Know About Location-Based Advertising and Where It’s Headed
Key Takeaways from this article
Though location data promises to target the right audience at the right time, it has a few inaccuracies
Location data is used for for insights, segmentation, targeting, analytics and understanding
Geofencing is used as part of a holistic solution to derive better data
The best way is to mix location data with intelligence data (age, context, sequence, market, etc.)
Google is far too restrictive from an agency point of view.