---
id: "action-push-platforms"
type: "action-item"
source_timestamps: ["§ A New Strategy for Location Targeting", "¶18"]
tags: ["vendor-management", "ad-tech"]
related: ["entity-google-ads", "entity-meta", "framework-four-step-spatial-strategy", "quote-radius-artifact"]
action: "Push ad platforms to natively support conditioning on competitor proximity, distance bands, and campaign type."
outcome: "Forces the ad-tech ecosystem to evolve past blunt radius targeting, providing scalable, AI-driven spatial optimization."
speakers: ["Bowen Luo", "Bhoomija Ranjan"]
sources: ["tail1"]
sourceVaultSlug: "hbr-seg-tail1"
originDay: 1
articleStem: "hbr-tail-115-location-based-advertising"
sourceUrl: "https://hbr.org/2026/03/a-better-strategy-for-location-based-advertising"
sourceTitle: "A Better Strategy for Location-Based Advertising"
---
# Demand Richer Targeting from Platforms

**Action:** Push ad platforms — notably [[entity-google-ads]] and [[entity-meta-d115]] — to **natively support conditioning on competitor proximity, distance bands, and campaign type** simultaneously.

**Outcome:** Forces the ad-tech ecosystem past blunt radius targeting toward scalable, AI-driven spatial optimization.

## How to execute
Advertisers and retailers should **leverage their spending power to demand better tools**. The underlying infrastructure — Connected TV, IP-based delivery, first-party data (see [[prereq-programmatic-ip-targeting]]) — **already exists** to support dynamic, competitor-aware targeting (see [[quote-radius-artifact]]). Platforms that build these capabilities will offer a significant competitive advantage. This is **Step 4** of [[framework-four-step-spatial-strategy]]. Open question on adoption timing: [[question-platform-integration-timeline]].