Location-based mobile advertising (LBA) is a new form of advertising that integrates mobile advertising with location-based services. The technology is used to pinpoint a consumer location and provide a location-specific advertisement on their mobile devices. GeoFencing and GeoRetargeting are the most widely used LBA tactics.
GeoFencing is a solution in which a virtual barrier is created around a defined area. A geo-fence can be as broad as a state or as hyper-local as a 100m x 100m tile (think city block) and the smaller the geo-fence, the more granular the targeting. A geo-fence is used in a mobile ad strategy to trigger the deployment of or show eligibility to receive certain ads and notifications based on the location of a smartphone user.