Researchers from the Naveen Jindal School of Management at The University of Texas at Dallas recently developed a model that reveals the potential pros and cons for businesses and ad agencies that employ such location-based advertising tactics. “Say I, as a retailer, use a map to determine a digital perimeter around a competing store,” Mehra said. “Often businesses would be better off by not engaging in geoconquesting campaigns,” Mehra said. “Often businesses would be better off by not engaging in geoconquesting campaigns. “Geoconquesting isn’t a brand-new advertising strategy, but its use isn’t as widespread as search advertising,” Mehra said.