Online auction house eBay has agreed to acquire m-commerce and mobile advertising firm Where for an undisclosed sum. Based in Boston, US, Where runs a location-based mobile ad network, which should give eBay greater presence on a local level.

Where combines its local mobile discovery application with Where Ads to provide “personalised, hyper-local advertising, offers, and deals to millions of mobile consumers across North America”. More than 120,000 retailers, brands and small merchants use Where daily, the company said.

An integration of eBay-owned PayPal with the Where mobile application is on the cards, allowing consumers to find, shop and pay for great local deals anytime, anywhere and help retailers reach local buyers in real-time.

“In the case of Where, by delivering personalized, hyper-local advertising, offers, and deals to shoppers on their mobile phones, we see a huge opportunity for retailers and brands to reach more buyers, and for consumers to get more choice and value when they shop,” the company said.

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