Juniper Research predicted that app advertising using context and location targeting, will exceed $44 billion (€39 billion) by 2020, up from an estimated $13 billion last year. The research company noted that as the mobile advertising landscape matures, the simple "geo-fence" -- a circular area based on latitude and longitude created around a user showing points of interest -- is being usurped by contextual data such as a user's interests, real-time location and even political leanings. Social applications are providing a highly accessible pool of rich user data for advertisers. Meanwhile, players such as Pinterest are developing tools that serve to reduce the intrusiveness of adverts, with user-friendly approaches seen as crucial in avoiding a rising tide of ad-blocking utilities. Report