Geo-targeting users on desktops based on IP addresses and other factors, it's a pretty common tactic. And the accuracy is usually pretty good for a DMA, a city, or even a 5-20 mile radius around a business. But thanks to the abundance of smartphones, we now have the ability to target users based on where they are in the real world. Now, how does it work? Many of the apps on your phone transmit your location. Some like the Maps app when you're using them, others like the Weather app, pretty much all the time. Bottom line, your smartphone transmits latitude and longitude coordinates of where you are. And access to these coordinates allows us to target users very accurately. With Geo-fencing, we can generate custom shapes as small as 100 meters on a map. And then place ads in front of anyone who is within the shape or who has visited inside the shape in the last 30 days. Allow me to paint you a few pictures of just how powerful this tactic is. A user is shopping for a car. Now, after doing tons of online research, they finally go to one of the largest dealerships in the city, Superior Toyota. They look around a lot, maybe even drive a car or two, but like most of us, they don't make a decision on the spot. A little later, they get their phone out to play Candy Crush or listen to Rick Asley on their favorite streaming music app, and they're presented with an ad from Metro Honda, a dealership across town. The ad mentions a big sale, so they decide to go check it out. Metro Honda is using Geo-fencing to target individuals who have visited their competitors' physical location. In this case, Superior Toyota. Later that evening, while enjoying a baseball game at the stadium with some friends, our user gets his phone out between innings, and he's presented with a few ads, local sports bars, local restaurants, even a local sporting goods store in his area. Many sees ads promoting the baseball team's merchandise and future game tickets. These advertisers are using Geo-fencing to target an audience based on a specific location, in this case, everyone in the ballpark, or even anyone who has visited the ballpark in the last 30 days. The next day, our user starts seeing ads for Superior Toyota. Remember them? They walked out their doors without making a purchase. Well, they want them back, and they're not going to lose them to Metro Honda without a fight. Superior Toyota is also using Geo-fencing. They are using it to target everyone who has visited their location. You want to target students? We can geofence the university. Want to target shoppers? We can geofence the mall. You sell ice cream. Let's geofence the park. You own a restaurant? Geo-fence people who drive down the street where you're located. You're any business ever target your own location to build brand loyalty and bring them back in with special offers, then target your competitors until prospects why they should choose you instead. Never has there been a way to target users who were visiting the competition or target users who stepped foot in a place where advertisers knew their best customers frequented, and unless they found a way to capture their email addresses while they were there, advertisers didn't have a way to show their ads to those people who had come to their physical location. Location as data is incredibly powerful as a targeted display tactic, and something every advertiser can take advantage of. We're geofencing to reach that location relevant audience on every campaign. Oh, and by the way, geofencing also allows us to track that offline or that last mile conversion. In other words, we can report how many users who saw the ad actually showed up at the business after seeing it. That's powerful data.