Geofencing
Geofencing means drawing a virtual perimeter around a physical place to show ads to people who are inside it or have been there.
The perimeter can surround a shop, a shopping centre, a stadium or a campus. When a device enters the zone -detected by GPS, wifi or beacons, always with consent- it can receive an ad at that moment or be added to an audience to be reached later.
It is used to drive footfall to a store, reach people visiting competitors or build audiences from the places people go. Where someone spends their time often says more about them than their browsing does.
