location based advertising (LBA)
Location-based advertising (LBA) is online advertising that is sent to customers' mobile devices - smartphones, PDAs, etc. The decisive factor here is that the advertising is tailored to the customer's location. The key factor here is that the advertising is tailored to the customer's particular location.
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As far as a customer's location is concerned, the radio cell in which the mobile device is dialed in allows the customer to be geographically located.
The location-based services( LBS) offered to mobile users thus refer to offers from retailers in their local area. In the case of M-Couponing, for example, this could be a three-for-two coupon from a fashion retailer, or information about the premiere of a new Audi model at a car dealer.