---
id: "question-platform-integration-timeline"
type: "open-question"
source_timestamps: ["§ A Better Predictor of Ad Effects", "§ A New Strategy for Location Targeting"]
tags: ["ad-tech-evolution", "platform-features"]
related: ["action-push-platforms", "entity-google-ads", "entity-meta"]
resolution_path: "Monitoring feature releases from Google Ads, Meta, and major DSPs for native 'relative proximity' or 'competitor overlay' targeting options."
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"
---
# When will major ad platforms integrate competitor-aware targeting?

**Open question:** When (or whether) major ad platforms will integrate **competitor-aware targeting**?

The authors highlight a **'major gap in current advertising platform design'**: tools do not let advertisers filter to customers who are **closer to them than to a competitor**. They urge advertisers to demand it (see [[action-push-platforms]]), but adoption by [[entity-google-ads]], [[entity-meta-d115]], and major DSPs is uncertain — partly because maintaining **global, real-time competitor-location databases** is complex.

**Resolution path:** Monitor feature releases from Google Ads, Meta, and major DSPs for native 'relative proximity' or 'competitor overlay' targeting options.