What technology is used to identify a user's location for targeted advertising?

Geofencing is a technology that uses the geographic location of a device to trigger specific actions, including targeted advertising, based on a user's location. It creates a virtual boundary around a real-world geographic area and can determine when a user enters or exits that defined area. This capability allows brands to deliver contextually relevant advertisements or promotions to consumers when they are in proximity to a business or a relevant location.

With geofencing, advertisers can engage users with timely ads, improving the effectiveness of their marketing campaigns by delivering messages that are more likely to resonate based on the user's current physical context. This technology is particularly powerful in mobile advertising, where precise location data can enhance user engagement and drive foot traffic to physical locations.

In contrast, geo-addressing refers to the process of converting an address into a geographic coordinate, while geocoding is about translating geographic coordinates into a human-readable address. Location tracking encompasses a broader range of technologies and methods used to monitor a user's movements and location over time, but it may not specifically focus on creating marketing actions based on entering or exiting predefined areas as geofencing does.