Designated Market Area (DMA)

Created by Nielsen Media Research, DMA Regions identify geographic areas consisting of groups of counties that share the same home market television stations. Nielsen has identified 210 DMA Regions.

If you run a report that includes DMA Region as a dimension, you may notice two additional rows in your reporting results:

  • Not Metroized: Includes impressions from users whose IP addresses belong to countries not defined by DMA Regions. The DMA Regions available for targeting with Google Marketing Platform products apply only to the US, so any impressions from outside the US will appear as "Not Metroized" in reports.
  • No Metro: Includes impressions from users whose IP addresses don't fall within defined DMA Regions, including users outside the United States.
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