Advertising has evolved from printed media to broadcast media, and now to the technological advancement that is the Internet. While this is a good opportunity to mass advertise online, there are many techniques using online databases and cookies to personalize advertisements. Yet there is another frontier for advertisers, and that is called Location-Aware Advertising (LAA). This is the summary of the behavioral targeting research by Lih-bin Oh and Heng Xu. You can get the pdf of the behavioral targeting article here: Effects of Multimedia on Mobile Consumer Behavior.