Programmatic marketing allows you to create precisely targeted advertising campaigns based on the location of the users. This targeting not only includes searching for a specific audience but also allows to specify certain geolocation – a country, city, district, etc. Below we talk about the advantages of this method. Advantages of location-based programmatic advertising Programmatic advertising offers publishers two main advantages. On one hand, a programmatic media campaign aims to reach a certain audience. For a company offering local services, distribution of their ads throughout the country is a waste of money and resources. Digital marketing based on geographical positioning enables them to interact only with the interested users. On the other hand, the users are susceptible to personalized advertising campaigns; taking into consideration their location, you can tailor a precisely targeted custom marketing strategy. Two types of location-based programmatic advertising In general, there are two types of location-based programmatic advertising: 1. Location-targeted programmatic advertising The first type of location-based programmatic advertising is only shown to users who are physically located in a certain geographical area. It can be specific regions or more precise geolocation. For example, thanks to data from a mobile phone it is possible to show the ad of the shop the user has passed. 2. Adaptive location programmatic advertising Another way to customize your advertising campaign on a location basis is content personalization. Such a campaign can be broadcast across the country, but the message it conveys will be adapted to a certain area or district. Ways to set up location-based programmatic advertising The purchase of ad inventory based on the location takes place through various methods and tools. User's IP address This is one of the easiest ways to implement a location-based marketing strategy. The IP address of a user contains geographical data which is the main part of geolocation information. User account Sometimes no technology is needed to determine the location of the audience as users often include this information in their account information. In the case of a seller's website, the clients who have already placed an order need, for example, to provide their address. Keyword programmatic advertising Some websites belong to a specific geographical area, e.g. newspapers. Most keywords in the content published on such sites let the algorithms know that their audience is in the location. User's GPS data GPS data are the most accurate. A mobile application can determine a person's location within a meter or so. However, although these data are a real pot of gold for publishers they are not always available and the access has to be granted by the user in advance. Conclusion Location-based programmatic advertising enables you to take another step towards the personalization of media campaigns. Thanks to this marketing strategy advertisers can directly address the audience interested in specific types of services.
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