Business Insights: Global Markets, Strategy & Economic Trends
- Location should be treated as a core personalization signal to increase ad relevance and drive consumer engagement.
- Use Connected TV and IP based targeting to serve different ads to households and optimize campaign precision across screens.
- Partner with first-party data holders such as Kroger, Albertsons, Disney Advertising, and Omnicom Media Group for sharper targeting.
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 and 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.
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