Location based advertising is a relatively new phenomenon that has started to grow by leaps and bounds with the emergence of the smartphone. As millions of people now use smartphones on a daily basis, marketers can take advantage of this fact, and serve them ads based on where they are. This has the potential to help advertisers make the most of their limited ad budgets, and reach people right where they are. While mobile advertising can be effective, the medium has some inherent challenges that companies have to deal with.
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