Geotargeting, also called geolocation targeting or location targeting, is a marketing and advertising strategy that involves leveraging a user's location data to deliver more location-specific and personalized content. Typically, geotargeting involves matching an IP address or GPS location with a specific device. To execute this strategy, brands must first earn location tracking permission.
There are a variety of ways that a user's location data can be used to personalize their experience and drive revenue. For example, many international brands leverage website visitors' IP addresses to serve up localized versions of their websites in visitors' native language. Geotargeting also helps brands promote specific regional products and/or services that aren't universally available and allows them to customize other website elements such as currency, delivery options, support resources, and more.
For mobile apps, geotargeting typically involves using GPS location or radio-frequency identification (RFID). This information is considered PII (Personally Identifiable Information), so apps must first earn users permission to track their location. For apps that require location data to function (think: Google Maps or delivery apps), this location-sharing permission request is typically executed as part of the app onboarding process to create a more seamless app experience after installation.