Advertising to local audiences through digital media channels has become increasingly important for achieving marketing objectives. A growing list of advertising tools, platforms and content for building consumer context and engagement around geotargeting signals have made digital local advertising highly relevant and effective.
The goal of this IAB Local Buyer’s Guide is to be the definitive industry guide for anyone who wants to learn about using digital to advertise to local audiences, and looking to understand local digital media’s growth, evolution, sophistication and burgeoning opportunities. This includes large national brands, small and medium businesses (SMBs), as well as regional-to-global ad agencies. This Buyer’s Guide is intended to help business decision-makers learn their way around the digital local audience landscape . . .
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