Mobile marketers are exploring new types of location-based advertising, including geoconquesting, or targeting consumers in close proximity to competitors' locations. "[W]e are now seeing a shift to targeting techniques that go beyond the standard geofence. ... Across our network we are seeing about a third of our national brand campaigns leveraging these more sophisticated targeting techniques," said Monica Ho, vice president of marketing at xAd.
Geotargeting grows more sophisticated
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