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>restrict my advertising budget to just one city

This is not possible unless the end user are willing to provide geo tracking for your convenience. The IP of the phone is the one of a datacenter, and it can be in any state (speaking about the US) - heck, in some cases, there could be multiple outgoing IPs in different datacenterss, different states.

It's just a fallacy and wishful thinking... unless google combines the geo location data where the user has been logged with the browser one. Which, of course it is.



In this respect, I think cable companies are missing an apportunity, they should embrace and monetize geo-location. They are the only ones who can categorize us by income bracket (relatively speaking... house/neighborhood=income bracket). This has huge potential to become a targeted premium ad conduit.




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