Location-Based Programmatic Advertising

Location-Based Advertising Has Matured

Location-Based Programmatic Advertising (LBPA) has evolved from an experimental tactic into a proven marketing discipline. Over the years, advertisers and agencies have learned what works — and what doesn’t.

The market remains competitive and fragmented, with many claiming to have the “best” solution. At Targetoo, we focus on reliable technology, transparent execution, and proven performance to help clients run profitable, data-driven location-based campaigns.

80% of Mobile Activity Happens In-App

Roughly 80% of mobile user activity takes place inside apps, not on mobile web browsers. That’s why in-app inventory is critical for effective location-based campaigns.

Accurate latitude/longitude data — essential for precise targeting — is most reliably transferred through in-app ad requests. Mobile web impressions can include location data, but the accuracy is significantly lower.

Many technology vendors overlook this distinction, often due to infrastructure limitations. For advertisers seeking hyperlocal precision, extensive in-app access is non-negotiable.

Dedicated vs all-round platforms

Many generalist ad platforms claim strong location capabilities but lack the infrastructure to deliver true precision.

Dedicated mobile DSPs, like Targetoo, are built with native in-app integrations, advanced GEO-Fence tools, and flexibility such as unlimited bid options for high-demand areas and events.

This specialization ensures greater targeting depth, performance consistency, and accuracy at scale.

Location Based Mobile Advertising

Location-based campaigns are typically designed to:

Reach audiences near specific locations (e.g. retail stores, events, or venues).
Target user segments associated with defined areas (e.g. students near schools, IT professionals at office locations).
In both cases, scale and reach across in-app publishers determine campaign success.

Targetoo applies this understanding - and the supporting technology - in every client implementation.

Technical Considerations and Best Practices

GPS Accuracy

GPS provides the most accurate location signals, available primarily through mobile apps. While mobile web is improving, in-app remains the gold standard for location precision.

Scalability

A true GEO-Fence tool must handle and report on thousands of concurrent locations. Targetoo’s GEO-Tool supports over 1,000,000 fences per campaign.

Fraud Prevention

Fraud detection is essential. Some publishers manipulate location data for higher CPMs. Our tools identify and block such traffic automatically.

Data Management Integrations

DMP integrations can enhance targeting through location-based audiences. However, European regulations (GDPR) limit the use of legacy location data collected before compliance frameworks were enforced.

Dynamic Creative Optimization

Rich Media banners that adapt messaging to specific locations can significantly improve engagement and conversion.