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" ... As digital marketers deepen their understanding of location-based marketing and employ geotargeting tactics more frequently in their campaigns, they are beginning to implement new tools to build greater value into their digital marketing strategy. Because geotargeting is still a new domain, it’s effective to focus on the areas where location-based targeting is delivering the greatest returns. While it’s useful to continuously explore and test new use cases for geotargeting and geoconquesting, this article provides examples of how advertisers are using location-based marketing most successfully. ... "
" ... Losing the ability to track the customer journey means that last-click attribution will be one of the only models available. Websites likely won’t be able to distinguish between new and repeat traffic. However, geotargeting and geofencing represent audience targeting tactics that could help dampen the impact of IDFA blocking in iOS 14. By geofencing and geotargeting, advertisers can replicate some of the contextual benefits of IDFA by segmenting consumers by their proximity to known locations. ... "
" ... Targeting audiences based on the GPS location reported by smartphones is now commonplace among marketers doing digital campaigns. This form of geotargeting is many times more accurate than locations estimated from IP addresses. But what if the latitude and longitude details were faked by fraudulent mobile apps in order to get higher prices for their ad impressions? That would surely mess things up, especially for the marketers who paid for ads thinking they were properly targeted by location, and expecting business outcomes. ... "
" ... This merchant had faced increasing chargebacks in the three months prior to reaching out to me. Sales were declining and profitability was falling. This left them scratching their heads, considering they had implemented industry-standard fraud controls like AVS, geotargeting and velocity checks when they had launched the year before. ... "