Service providers can generate new revenue through location-based advertising over Wi-Fi networks. Location data from a user's movement within a venue's Wi-Fi zone combined with user profiles allows advertisers to send personalized ads, increasing their effectiveness. Cisco solutions like CMX and SP Wi-Fi enable service providers to capture user location and engagement data within Wi-Fi networks to facilitate these targeted ads. Location-based advertising also creates opportunities for partnerships between service providers, advertisers, and venue owners to further increase revenues.