There has been rapid growth in location-based advertising in the past few years, primarily as a result of technological innovations in location intelligence, which has allowed marketers to use real-time data to more effectively target consumers. The popularity of mobile devices has helped to drive growth in this area, as location-based intelligence provides marketers with valuable consumer insights. However, while location-based advertising has many benefits for marketers, including providing them with an understanding of consumer habits based on where they are in real time, a number of ad networks and ad tech companies are misleading marketers and their agencies, warns Daryl van Arkel, CEO of local location-based mobile advertising company Vicinity Media.

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