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People carrying tracking devices (i.e., mobile phones) has enabled marketers to target ads by location.

There are two positions you can take regarding geotargeting:

A) It is relevant. You have a special offer for those people walking down Market Street in San Francisco.

B) It is irrelevant. You can target the entire world, it doesn’t matter.

As Ad-Tech professionals we do care about optimizing reach, that is, finding the optimal location to get better results.

Is it better to target the Ben & Jerry’s Urban Bourbon video ad when the user is 10 blocks or 5 blocks away from nearest the ice cream store?

Is our recruiting campaign working better in Ecuador or Malaysia?

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