A Better Strategy for Location-Based Advertising

Nearly 90% of consumers say they prefer personalized ads to non-personalized ones—and location is becoming one of the most powerful personalization signals available. In 2025, advertisers spent at least $57 billion on location-targeted campaigns, a figure growing well above the broader ad market. The technology has kept pace: Connected TV and IP-based targeting can now deliver different ads to different households on the same block. Retailers like Kroger and Albertsons have partnered with media companies—Disney Advertising и Omnicom Media Group, respectively—to share first-party customer data for sharper targeting. Even non-advertising platforms like Uber are entering the space, seeking to monetize their granular rider location data. The plumbing for precision is in place.