How location data are altering the mobile ad industry

05/29/2013 | MediaPost Communications

Location-based mobile advertising is becoming more sophisticated as richer data give marketers a fuller picture of consumer habits, Chuck Martin writes. Companies such as MooseJaw are using location to allow customers to access its entire warehouse inventory on its smartphones while shopping at its brick-and-mortar outlets. Panelists at a recent trade show also suggested using location data to form a picture of driving routes to offer smartphone users ads based on their regular routes.

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