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Location data has long been a key selling point in convincing marketers to buy into mobile advertising, but it’s not gaining the traction networks had hoped for. Now location-based ad networks are enhancing basic geo-fencing capabilities with deeper consumer behavior formats.
Mobile ad networks, including xAd, Verve and PlaceIQ, offer marketers granular and retargeting capabilities that build campaigns around sets of consumers—a tactic that advertisers are already familiar with. “A lot of agencies and marketers understand audiences better than they do geo-fencing, so when you start to phrase things that way, the buy-ins become easier,” explained Monica Ho, xAd’s svp of marketing.