By Ayesha Salim

Location-based advertising is most effective when the data used is both accurate and precise. But important differences lie between the two and using one without the other can mean the difference between talking to the masses rather than the individual. In the second of a five-part series from The Drum and Verve on everything you need to know about location-based advertising, we explore how to merge them together.

Location data offers infinite creative possibilities to target specific consumers across different moments during the day. And now with the emergence of the mobile consumer, the opportunities are endless Read full story ›

Source: The Drum