There are many ways marketers can get more value out of location data by first remembering that "location" is not the same as "local," Joe Laszlo writes. It's also important for marketers to look at case studies and past experiences, and to make sure the location data being used is consistent and high quality. Another important factor for marketers is keeping customers informed about how their location data is being used so they never feel surprised by the location-based ads they receive, Laszlo writes.

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