... Geo-precise targeting, which uses mobile’s ability to target users based on their specific locations, provides a much higher ROI for companies than standard geotargeting. In fact, mobile advertising campaigns using audience targeting performed 14 percent above industry standards, according to xAd’s Mobile Location Insights Q1 2014 report.
“By combining local consumer visitation behaviors and demographic cues, marketers can understand the full context of an audience – who they are, where they’ve been, and where they’re going,” according to xAd.
“In addition to signaling a user’s location at the exact moment advertisers are trying to reach them, location also acts as a real-world cookie, recording past visitation patterns.”
Here’s an infographic from Adweek that shows exactly how it works....