Geofencing and Location-Based Marketing

Geofencing establishes a virtual perimeter around a real-world geographic area, so that a device entering or leaving that zone automatically triggers a defined action, such as a push notification, an ad impression, or a change in an app's behavior. The perimeter itself can be defined using GPS coordinates, cellular tower coverage, Wi-Fi network presence, or short-range RFID and Bluetooth signals, and the choice of technology involves a direct trade-off between precision, indoor reliability, and battery consumption.