Mobile marketing based on place is finally making strides; CBS hooks up with social network Loopt to serve geo-targeted banner ads without invading privacy.(Digital)(CBS Inc. CBS News)

Advertising Age, March, 2008 by Cuneo, Alice Z.

Byline: ALICE Z. CUNEO

Location, location, location is the mantra of the emerging mobile-marketing industry.

The way the story goes, you are walking by a Starbucks on a cold day-or a hot day, depending on who is telling it-and your mobile phone rings with a coupon for 50 cents off a latte or a Frappuccino.

Of course, this story is a decade old, and while illustrates the fact that geo-targeting has been touted as a major mobile-marketing boon for a while now, there have been few real examples (and Starbucks, for the record, has not offered this promotion).

But there are signs the technology is finally catching up to the promise. Last month, mobile social network Loopt announced one of the first major location-based marketing...

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