Targeting by Location (also known as 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 country as a region restriction. This is used to ensure the ads are uploaded to the proper regional bidder.

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:

    1. Inclusions and Exclusions - Be sure that any overlap in inclusions and exclusions is applied in the proper manner (Eg. include states and exclude cites within them, do not include cities and exclude the states they are in).

  3. Use the search bar under the appropriate Included or Excluded section to enter locations in the form of the country name, state name, DMA name, city name, or postal code into the corresponding text box to the right.

    1. For a Geofence, enter the name of the uploaded geofence list that you would like to use in the search bar. You can reference the following article for more information on Geofence lists and how-to create them: Geofences

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. Because it is necessary to upload ads to the proper bidder in order to ensure optimal delivery, you must always include any countries that are contained in the lower-level targeting. After you have searched for and selected all countries that will be included in the targeting, you can then search for the cities, states, and provinces within that country. The Country requirement does not apply to Exclusions.

How-To 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 field.

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

How-To Target the City, State, or Province

After selecting the proper country or countries to include, you can select any cities, states, or provinces within the selected country by searching 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. 

How-To Target a Geofence

The use of Geofence targeting still requires the selection of a country. It’s also important to remember that the geofence locations are the lowest (most granular) in the location parent/child relationship and if the regional targeting does not overlap the geofence locations then delivery may not occur (Eg. If you have regional targeting set to include the state of New York and a geofence list with all locations set in the state of California applied on the same campaign, line item, or tactic, then it will not deliver.

  1. Search for the name of the geofence list in the Inclusion search bar. For more information on creating geofence lists you can reference the following article: https://boomtrain.atlassian.net/l/c/V0Ly1Ns1

  2. Once you’ve selected the geofence list you wish to target, make sure you are also including (at the very least) all of the countries that contain any longitudes and latitudes included in the geofence list.

  3. Click “Save”

    1. You can remove the geofence restriction from a child residing under the parent containing the restriction, however you cannot remove the region targeting and leave only the geofence.

Geofences do not work as Exclusions in Location targeting.

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.

Remove Override

The Remove Override button appears whenever Targeting exists at higher (parent) level and you have applied different targeting at a lower (child) level. It signifies that you are overriding the higher settings and if you wish to undo this, now or in the future, simply click Remove Override to return the settings to the same as the immediate parent.

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.

When comparing to third-party reporting, an error rate of 10-15% with Zeta for some campaigns targeting cities, ZIP codes and/or DMAs is considered normal. 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