user queries. In addition to directly opting in, users may see location-based display ads served from a location-based ad aggregator/network such as NAVTEQ or AdLocal by Cirius Technologies. Potential benefits LBA, as a form of direct marketing, allows marketers to reach specific target audiences. Bruner and Kumar state that LBA enhances the ability to reach people in a much more targeted manner than was possible in the past. For example, if a customer has purchased a Harry Potter movie from a DVD/CD rental store and subscribed to the store's LBA program, he can expect to receive a message on his mobile phone about the release date of the next Harry Potter movie, including a movie sample, while he is on the train going back home. Since LBA can improve advertising relevance by giving the customer control over what, when, where, and how they receive ads, it provides them with more relevant information, personalized message, and targeted offer. Vidaille (2007) stated, “With a targeted message, we’ve reached about 20 percent response rate. That’s incredibly good”. The internet can do similar things, such as sending new information about products, promotional coupons, or asking consumers' opinion, but few people respond to e-mail marketing because it’s not personal anymore. In contrast, LBA gives consumers relevant information rather than spam; therefore, it increases the chances of getting higher responses. Finally, unlike other traditional media, LBA, in addition to being used as advertising, can also be used to research consumers which can be used to tailor future offers. “Consumers are constantly providing information on their behavior through mobile internet activity”. With location-based service, surveys can take place in the real world, in real time, rather than in halls, in a focus group facility, or on a PC. Mobile survey can be integrated with a marketing campaign; the results of customer satisfaction research can be used iteratively to guide the next campaign. For example, a restaurant that is experiencing increased competition can use the specific database – a collection of small mobile surveys of customers who had used coupons from the LBA in the geographic area – to determine their dining preferences, times, and occasions. Marketers can also use customers' past consumption patterns to forecast future patterns and send special dining offers to the target population at the right place and time, in order to build interest, response, and interaction to the restaurant. Concerns Privacy issues The