Borders bookstores and JiWire have announced a new partnership based on the belief that people will announce their location online if it leads to more relevant advertising. JiWire is the leading based mobile ad network working with this technology. While the details of the partnership have not been announced, JiWire’s growth in popularity, along with the increasing number of venues offering Wi-Fi access, could spell success for both companies.David Staas, JiWire’s SVP of marketing, compares their new location-based efforts to the ways in which brands integrated themselves into social networking. A Mobile Audience Insights report by the company found that 53 of consumers were willing to disclose their location to advertisers, and that 70 of caf users connected to Wi-Fi for at least an hour each visit. 85 of those users connect more than once a week.Not only will the new ads be able to determine what city the Borders Wi-Fi user is in, but they will also know that the user is in a Borders bookstore, and will tailor their advertising to fit that user. National brands like UPS, Verizon, and Cisco are already connected to the JiWire network, and Borders users will see customized ads based on their location. Staas has said that when advertising is customized, the “click-through” rates on ads are increased by 100-120.The growing popularity of mobile devices that can connect to the internet are also making it easier for more users to take advantage of Borders (and other venues’) networks. Phones like the HTC EVO, which make use of Clearwire’s 4G network, increase the speed and processing power for users. Depending on how this new partnership works out, we could be seeing a big difference in how advertising works on the Internet.