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
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?
Founder & CEO at InTheValley
I build remote engineering teams for startups. My blog uses a proprietary platform to generate in-depth articles about something I’m passionate about: Advertising.
Latest posts by Leo Celis (see all)
- Human-in-the-Loop for Bias Mitigation - 10/16/24
- Challenges in Implementing Federated Learning in Ad Tech - 10/09/24
- Graph Neural Networks for RTB Systems - 10/02/24