---
id: "quote-radius-artifact"
type: "quote"
source_timestamps: ["§ A New Strategy for Location Targeting", "¶18"]
tags: ["ad-tech", "future-of-advertising"]
related: ["action-push-platforms", "concept-absolute-proximity"]
speaker: "Bowen Luo and Bhoomija Ranjan"
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"
---
# Radius targeting is outdated

> "Radius-based targeting is an artifact of a simpler era. The data infrastructure now supports conditioning on competitor proximity, distance bands, and campaign type simultaneously."

— [[entity-bowen-luo]] and [[entity-bhoomija-ranjan]] (¶18)

The forward-looking call that motivates [[action-push-platforms]]: the "plumbing" (Connected TV, IP-based delivery, first-party data — see [[prereq-programmatic-ip-targeting]]) already exists; platforms simply haven't exposed the controls.