Brands are increasingly linking location to more contextual information to better understand their audience and do better targeting. It’s a smart move because integrating information about a user’s location into the ad experience can make ads more relevant.

In a study the IAB did with ABI Research, we asked,”What kinds of ads are you most likely to respond to on your device?”

According to the results, location is the fourth most important factor that entices smartphone users to interact with ads after coupons, specific product searching, and favorite brands.