Targeting by Location (also known as geofencing or geo-targeting) allows you to restrict where your Ads are shown by:

  • Country

  • State

  • City

  • Postal code

  • DMA

  • Geofence

  • United States Congressional District

Every campaign must target at least one location (typically a country). Location targeting can be applied at the Advertiser or Campaign level.

Getting Started with Location Targeting

  1. Select Location from the Pre-Bid Targeting pop-up in the DSP.

  2. After selecting the Location targeting option, the page will display two sections:

  3. Inclusions and Exclusions - Please note you CANNOT select BOTH an inclusion and an exclusion at the same time within Location Targeting

  4. Enter locations in the form of the country name, state name, DMA name, city name, or postal code to the Included or Excluded text box to target those locations respectively.

    1. For a Geofence, enter the word "geofence" and press the space bar to display all available Geofences. You may refine your search by adding extra characters, e.g. enter "geofence store"

The DSP bases Congressional targeting on postal codes. We do not recommend Congressional targeting for mobile device campaigns. Create and target Geofences instead.

Targeting Cities, States, or Provinces

To target specific cities, states or provinces, the DSP currently requires a multi-step set up on the Location Targeting page. Zeta is currently developing a simpler way to target specific geographic locations.

When you first search on the Location Targeting page, you can only search for countries. After you search for, and select, a country, you can then search for the cities, states, and provinces within that country.

Target the Country Containing the City, State, or Province

  1. Navigate to the Available Locations box and begin typing the Country name into the Include or Exclude field.

  2. Click the Country name (in this example, the United States). The country appears in the Selected list to the right.

Target the City, State, or Province

At this point, all Cities, states, or Provinces within the selected country are available in the Available Locations box.

  1. Begin typing the name of the City/State/Province in the Available Locations field.

  2. Select the appropriate City/State/Province (in this case, the City is Chicago). The City/State/Province will appear in the Selected list to the right.

  3. Click Save & Close when complete. 

Bulk Upload

With Bulk Upload you can upload DMA, State, City or Postal Code data.




Designated Market Areas, for example, in the United States the Television Market Areas are groups of counties covered by a specific group of television stations.


Examples in the United States would be New York, California, Illinois, etc.


US examples would be New York, Los Angeles, Chicago, etc.

Postal Codes

In the US, the five-digit ZIP code. The DSP supports postal codes for other countries as well.


The Revert button appears whenever Targeting exists at the Company level and you have begun to make changes. It signifies that you are overriding the company settings. If you wish to undo this, now or in the future, simply choose Revert to return to the default company settings.

The Override button appears when after you have chosen to revert to Company settings. Choose Override to begin specifying Targeting beyond the Company settings.

Export Locations

Choose Export Locations to download the corresponding list of Included or Excluded locations into a CSV file. Since the DSP displays at most 100 locations in a list, this is useful if you have a very large number of locations.

Zeta has noticed that third-party reporting for some campaigns targeting cities, ZIP codes and/or DMAs can show an error rate of 10-15%. Identifying a consumer's geographical location is by no means a standardized process; each geo-targeting vendor has a different, patented system. In addition, the various techniques for qualifying a mobile device location – IP address, device home location, GPS location (in which accuracy varies), Wi-Fi location (accuracy also varies), cell phone tower location (in crowded areas assignment may be uncertain) – are always not always all available or fully available on all devices.

For desktop-oriented campaigns, you can reduce this variance, if you wish, by excluding mobile devices via Device Targeting

For campaigns that are primarily, mobile-based Zeta has invested in a very specific and accurate Digital Element product called their "Edge" database and devotes significant engineering resources to help ensure that our systems are updated regularly. We use this service to target or exclude at the Country, State, DMA, and Organizational level. We are integrated with third-party monitoring and verification services that can be employed to ensure that required geo-targets are being adhered to. However, these services also rely on services such as Digital Element to determine the geo-location of impressions. Zeta relies on the exchanges to provide us accurate IP address information, while third-party Ad Servers utilize impression data once the impression is served.

Targeting by Postal Code: Supported Countries

The following countries support targeting by Postal Code:

  • Aland Islands

  • Albania

  • Algeria

  • American Samoa

  • Andorra

  • Anguilla

  • Argentina

  • Armenia

  • Australia

  • Austria

  • Azerbaijan

  • Bangladesh

  • Barbados

  • Belarus

  • Belgium

  • Bermuda

  • Bosnia and Herzegowina

  • Brazil

  • British Indian Ocean Territory

  • British Virgin Islands

  • Brunei Darussalam

  • Bulgaria

  • Cambodia

  • Canada (The full six-digit postal code. We do not truncate Canadian postal codes)

  • Cape Verde

  • Cayman Islands

  • Chile

  • China

  • Costa Rica

  • Croatia (local name - Hrvatska)

  • Cuba

  • Cyprus

  • Czech Republic

  • Denmark

  • Dominican Republic

  • Ecuador

  • Egypt

  • Estonia

  • Faroe Islands

  • Finland

  • France

  • French Guiana

  • French Polynesia

  • Georgia

  • Germany

  • Gibraltar

  • Greece

  • Greenland

  • Guadeloupe

  • Guam

  • Guatemala

  • Guernsey

  • Guinea-bissau

  • Haiti

  • Holy See (Vatican City-state)

  • Hungary

  • Iceland

  • India

  • Indonesia

  • Iran (Islamic Republic of)

  • Iraq

  • Ireland

  • Isle of Man

  • Israel

  • Italy

  • Jamaica

  • Japan

  • Jersey

  • Jordan

  • Kazakhstan

  • Korea, Republic of (South)

  • Kuwait

  • Kyrgyzstan

  • Lao Peoples Democratic Republic

  • Latvia

  • Lebanon

  • Lesotho

  • Liberia

  • Liechtenstein

  • Lithuania

  • Luxembourg

  • Macedonia

  • Madagascar

  • Malaysia

  • Maldives

  • Malta

  • Marshall Islands

  • Martinique

  • Mayotte

  • Mexico

  • Micronesia - Federated States of

  • Moldova - Republic of

  • Monaco

  • Mongolia

  • Morocco

  • Mozambique

  • Myanmar

  • Nepal

  • Netherlands

  • New Caledonia

  • New Zealand

  • Nigeria

  • Northern Mariana Islands

  • Norway

  • Oman

  • Pakistan

  • Palau

  • Palestinian Territories

  • Papua New Guinea

  • Paraguay

  • Peru

  • Philippines

  • Poland

  • Portugal

  • Puerto Rico

  • Reunion

  • Romania

  • Russian Federation

  • Saint Kitts and Nevis

  • Saint Lucia

  • Saint Vincent and the Grenadines

  • San marino

  • Saudi Arabia

  • Serbia

  • Singapore

  • Slovaka (Slovak Republic)

  • Slovenia

  • Solomon Islands

  • South Africa

  • Spain

  • Sri Lanka

  • St. Helena

  • Swaziland

  • Sweden

  • Switzerland

  • Taiwan (Republic of China)

  • Tajikistan

  • Thailand

  • Tunisia

  • Turkey

  • Turkmenistan

  • Turks and Caicos Islands

  • Ukraine

  • United Kingdom

  • United States

  • Uruguay

  • US Virgin Islands

  • Uzbekistan

  • Venezuela

  • Vietnam

  • Wallis and Futuna Islands

Targeting a Geo-Audience on their Desktop with Cross-Device Technology

Geo-Audiences offer unique capabilities when combined with Zeta's Cross-Device technology, which identifies individuals on all of their devices. With this combination, you can target an audience formed because their mobile devices were at a particular location at a particular time but target them on their desktops.

  1. Create the Geofence.

  2. Navigate to Audience Targeting from the Campaign, Line-item, or Tactic level.

  3. Expand the Geo-Audiences audience segment, expand the Geofence Segments section, and then select the Geofence you have created. In the example below, the user selected "Us movie theaters".

  4. Optional: Select a Timeframe from the segment's dropdown to restrict the targeted audience to the people that were within the geofence during the selected timeframe.

  5. Select the Enable Cross-Device Targeting checkbox below the audience segment list.

  6. Click Save & Close when complete. 

What has happened in this process?

  1. Zeta collected the device IDs of individuals in a particular time and place.

  2. The audiences were grouped into Geo-audiences.

  3. You targeted these geo-audiences using Audience targeting and requested targeting them as people, not just on these devices by selecting the Cross-Device feature.

  4. The DSP AI employed its Cross-Device technology to identify them on both desktops and mobile devices.

  5. The individuals see your ads on desktops, where they are more likely to convert.