Disclosed is a method and system for selecting targeted advertisements based on a user's personal points of reference. The personal points of reference identify user specific locations of interest based at least on geographic locations. In order to determine which advertisements are relevant to a user's personal point of reference, the advertisements served by an advertising server contain metadata appended therein. The ad metadata is correlated with locations, and provides geographical sensitivity to specific locations. Thus, advertisements are matched to points of reference based on geo-location data. When the advertising server is presented with a user's personal point of reference, the ad server compiles the point of reference's geo-location data against the ad metadata, and determines if there is a match. Upon a match being identified, the advertisement associated with the ad metadata is served to the user.