Google secures patent to use location data in ads

The U.S. Patent and Trademark Office has awarded Google a patent that will allow the company to use location information in advertisements. Google's patent could have far-reaching effects on both Web-based and mobile advertising efforts. The patent allows Google to build tools for advertisers that use location information to improve the effectiveness of an ad campaign. Google having the patent could have profound effects on both Web and mobile advertising. More sites than ever are incorporating location awareness into their services. To generate revenue, some of those companies might be considering using location information in ads.