What Marketers Need to Know About Location-Based Advertising and Where It’s Headed

6 experts from brands and agencies weighed in over Slack

Getty Images

Marketers have long envisioned a world where millions of people walking by a Starbucks store on a hot day are served an offer for an ice-cold coffee while browsing a website on their smartphone. That scenario, by and large, hasn’t worked out for brands so far due to complexities in ad targeting, challenges around reaching a sizable audience and questions about the accuracy of the location-based firms’ data that relies on bits of information pumped through technology platforms.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

This story first appeared in the Sept. 25, 2017, issue of Adweek magazine. Click here to subscribe.
@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.
{"channel":"elasticpress","title":"Recommended","post_types":["post","page"],"lineup_id":"54851","since_qty":30,"since_time":"d","until_qty":0,"until_time":"m","q":"","num_posts":0,"vertical":"performance-marketing"}