Method of providing advertising to mobile units

A method of delivering location based advertising (LBA) to a mobile unit via at least one wireless network, in association with a location based service (LBS), the method comprising;

• a. Receiving a LBS request of an end user for LBS, using a mobile unit, to a Service Engine (SE), which is operated by business entity referred to as a location service provider (LSP);
• b. SE requesting location information associated with the mobile unit from mobile unit and/or from wireless network;
• c. SE receiving first location information of mobile unit;
• d. SE providing location based advertising to the mobile unit based on said first location information;
• e. SE receiving said second location information;
• f. SE comparing accuracy of said first and second location information to determine which of first said and second location information provides a most probable location of the mobile unit;
• and
• g. SE stopping to provide LBA and providing the LBS to the mobile unit based on which of said first and second location information provides said most probable location of the mobile unit.