Geofencing

Geofencing is a location-based technology that creates a virtual geographic boundary — a "fence" — around a specific physical area, and triggers predefined advertising or marketing actions when a mobile device enters, exits, or dwells within that boundary. Geofences can be defined around a store, a shopping centre, a competitor's location, or any other geographic area of commercial interest.

In retail media and programmatic advertising, geofencing is used in several ways: to serve mobile advertising to shoppers who are near or inside a store; to retarget consumers who visited a store with follow-up digital advertising; to measure store visit attribution by tracking whether consumers who saw an advertisement subsequently visited the advertised location; and to suppress advertising to consumers who are already inside a store (avoiding redundant messaging).

For in-store digital screen networks, geofencing data can be used to inform content scheduling — for example, activating specific campaigns when a high volume of shoppers is detected in a particular store zone. Combined with programmatic DOOH, geofencing enables advertisers to create coordinated campaigns that reach shoppers across both mobile and in-store screen channels simultaneously. The Adflux platform supports geofence-triggered campaign activation for programmatic DOOH campaigns.