High Quality Content by WIKIPEDIA articles! Location-based advertising is a new form of advertising that integrates mobile advertising with different mobile technologies. LBA uses different types of tracking which is beyond the scope of this article. The technology is used to pinpoint consumers location and provide location-specific advertisements on their mobile devices. As Bruner and Kumar (2007) stated, “LBA refers to marketer-controlled information specially tailored for the place where users access an advertising medium” (p. 2). Location based technology has tremendous potential to outbeat other types of advertising as the mode of delivering the advertisements is a mobile device which is ubiquituous.