The Evolution of Location-Based Advertising: Challenges and Opportunities

Abstract

This paper explores the historical development of location-based advertising (LBA), examines current technologies in use, and assesses the future potential of LBA in the ad tech industry. It addresses the challenges associated with privacy concerns, data accuracy, and technological limitations while highlighting the opportunities for personalized and location-specific marketing.
Through a detailed analysis, the paper aims to provide insights into the effectiveness of LBA and its impact on consumer
engagement and business growth.