Contextual content is crucial for location-based advertising, says TripAdvisor’s Kevin Clapson

Location-based data is often misunderstood, said TripAdvisor’s VP of display advertising, Kevin Clapson, and advertisers and technology provides must partner to deliver true contextual content.
Speaking at the Emerge Mobile event in London this week, Clapson said: “There is little point serving someone who is traveling an ad for a hotel in the city they’re in but what is valuable is restaurants and things to do nearby. Similarly, there isn’t any point serving them an