Targeting by Location (also known as geofencing or geo-targeting) allows you to restrict where your Ads are shown by:
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
Select Location from the Pre-Bid Targeting pop-up in the DSP.
After selecting the Location targeting option, the page will display two sections:
Inclusions and Exclusions - Please note you CANNOT select BOTH an inclusion and an exclusion at the same time within Location Targeting
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.
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
Navigate to the Available Locations box and begin typing the Country name into the Include or Exclude field.
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.
Begin typing the name of the City/State/Province in the Available Locations field.
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.
Click Save & Close when complete.
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.
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.
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:
Bosnia and Herzegowina
British Indian Ocean Territory
British Virgin Islands
Canada (The full six-digit postal code. We do not truncate Canadian postal codes)
Croatia (local name - Hrvatska)
Holy See (Vatican City-state)
Iran (Islamic Republic of)
Isle of Man
Korea, Republic of (South)
Lao Peoples Democratic Republic
Micronesia - Federated States of
Moldova - Republic of
Northern Mariana Islands
Papua New Guinea
Saint Kitts and Nevis
Saint Vincent and the Grenadines
Slovaka (Slovak Republic)
Taiwan (Republic of China)
Turks and Caicos Islands
US Virgin Islands
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.
Create the Geofence.
Navigate to Audience Targeting from the Campaign, Line-item, or Tactic level.
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".
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.
Select the Enable Cross-Device Targeting checkbox below the audience segment list.
Click Save & Close when complete.
What has happened in this process?
Zeta collected the device IDs of individuals in a particular time and place.
The audiences were grouped into Geo-audiences.
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.
The DSP AI employed its Cross-Device technology to identify them on both desktops and mobile devices.
The individuals see your ads on desktops, where they are more likely to convert.