Advertising companies use location data and device information to deliver personalized ads. Here’s how it works:
Location data is collected using precise geolocation technology. This data can be used to identify specific locations, such as cities or zip codes. Device scanning tools actively scan device characteristics for identification purposes, including device type, operating system, and IP address.
The collected data is then stored and accessed on a device. Advertisers use this information to create targeted advertisements that are tailored to individual users’ interests. Personalized advertising aims to show users content relevant to their location and device preferences.
Additionally, advertisers collect data for audience research and services development. This includes measuring ad performance and improving future campaigns.
Source: https://www.vogue.com/slideshow/phil-oh-shoots-the-best-street-style-at-the-fall-2025-couture-shows-in-paris