Nowadays, people use their mobiles to buy goods, interact on social media and browse internet. So, the volume and quality of data is growing at a fast pace. The advantage mobile has over data collected on other channels, is location-based data. Location-based advertising is one of the most effective ways to reach consumers and maximize the value of a marketing campaign on mobile. Currently, online marketers are using the mobile web or mobile apps and it is predicted that mobile advertising will be the most important channel for most brands and location-based advertising will be a game-changer for many marketing campaigns and ad tech companies. Read more at: http://digitalmarketingmagazine.co.uk/mobile-digital-marketing/keeping-up-with-the-rapid-changes-in-mobile-advertising/1625