Systems and methods for providing targeted advertising

A system for delivering location-aware advertising content in an electronic communication network, comprising:

• a non-transitory computer-readable storage medium comprising:
• an area of responsibility (AOR) data structure defining a plurality of geographical areas, each geographical area corresponding to a respective AOR and being associated with respective AOR-specific electronic content, and
• one or more advertising templates, each advertising template comprising embedded customization tags configured to provide for generating AOR-specific advertising content customized for each AOR of the plurality of AOR defined in the AOR data structure from a same advertising template;
• a server comprising a processor;
• and
• an advertising provider operating on the processor of the server, the advertising provider configured to service a plurality of requests for advertising content in response to receiving the requests through the electronic communication network, wherein servicing the plurality of requests comprises the advertising provider:
• determining location-identifying information for each request for advertising content, the location-identifying information determined for each request comprising electronic data indicating a physical location of a client computing device corresponding to each request,
• using the AOR data structure to identify AOR-specific electronic content for each request, the identifying comprising matching the location-identifying information determined for each request to a geographical area of an AOR defined in the AOR data structure and accessing the AOR-specific electronic content associated with the matching AOR,
• generating AOR-specific advertising content for each advertising content request from an advertising template selected from the one or more advertising templates, the generating comprising inserting the AOR-specific electronic content identified for each advertising content request into the selected advertising template at locations identified by the embedded customization tags of the selected advertising template, and
• transmitting the AOR-specific advertising content generated for the requests via the electronic communication network for display on the client computing devices corresponding to the requests.

A non-transitory computer-readable storage medium comprising machine-readable instructions to cause a machine to perform operations for distributing location-aware content within an electronic communication network, the operations comprising:

• maintaining an area of responsibility (AOR) data structure defining a plurality of AOR, each AOR associated with respective AOR-specific electronic content and covering a specified geographical area;
• receiving, through the electronic communication network, a plurality of requests for targeted advertising corresponding to a specified advertising template comprising electronic markup data that includes call out data identifying locations within the electronic markup data for insertion of AOR-specific content;
• generating customized, AOR-specific advertising content for each request of the plurality of requests, the generating comprising:
• determining location-identifying information for each request based on content requests associated with the requests, the location-identifying information comprising electronic data pertaining to physical locations of respective client computing devices associated with the requests,
• determining AOR-specific content for each request using the AOR data structure, the determining comprising searching the AOR data structure to match the determined location-identifying information of each request to a geographical area defined in the AOR data structure and accessing the AOR-specific content of the matching AOR, and
• inserting the AOR-specific content determined for each request into the electronic markup data of the specified advertising template at the locations identified by the call out data-included in the electronic markup data of the specified advertising template;
• and
• transmitting the customized, AOR-specific advertising content generated for each request via the electronic communication network for display on the respective client computing devices associated with the requests.