Verve Mobile: DMAs lead local mobile targeting techniques

02/6/2013 | MediaPost Communications

Despite the rise of geolocating and geofencing hyperlocal mobile ads, most advertisers use designated marketing areas for their targeting, according to Verve Mobile. The mobile ad manager for some 3,500 publishers, NBC TV stations, Hearst Newspapers and the Associated Press says that DMAs were used for targeting 30% of the time, followed by geofencing (27%), audience data (24%) and geoawareness (14%). Restaurants and retailers were the most likely to employ the mobile-ad targeting techniques.

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