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Target line items to geographic areas

You can target a line item to countries, regions (such as provinces, prefectures, states, etc.), U.S. Nielsen DMAs (designated market areas), and cities. To select an area, you can browse or search for it in the "Geography" tab of the line item's targeting settings. You can also enter specific U.S. ZIP codes and Canadian, English, German, Indian, and French postal codes, subject to certain format requirements.

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What does DFP use to determine geotargeting?

DFP targets users by their IP addresses. Geotargeting by IP address is generally very precise and reliable.

Granularity in geotargeting

The level of granularity varies by country. US targeting provides granular options such as postal codes and neighborhoods. Here are some more examples:

  • Brazil: target to the city level. For example, City: Balsas, State of Maranhao, BR
  • Japan: target down to prefectures, cities, and neighborhoods. For example, Neighborhood: Inage-ku, Chiba Prefecture, JP
  • Singapore: target the airport, but not other regions. For example, Airport: Changi Airport Singapore, SG
  • United Kingdom: target to provinces, TV regions, and cities. For example, TV region: North West, GB
Target line items to U.S. states and metro areas

You can target line items to U.S. states, as well as cities and in some cases metropolitan areas. When you browse the geographic targeting criteria in a line item:

  • Metro areas that are contained within a single state are listed within that state. Click on the plus icon to expand the state and find the metro areas.
  • Metro areas that span multiple states are listed under the United States, along with states.

For example, the "New York NY" metro area is listed at the state level because it includes New York, New Jersey and Connecticut, but the San Francisco-Oakland-San Jose CA metro area is listed under California because the whole area's in one state.

Target line items to U.S. ZIP codes and other postal codes

Sometimes advertisers want to target line items to more specific geographic areas than states, metropolitan areas, or cities. You can achieve this by targeting postal codes, specifically:

  • U.S. ZIP codes
  • Postal codes for Canada (CA) France (FR), Germany (DE), India (IN), and the United Kingdom (GB)
Targeting line items to a small set of postal codes reduces the number of impressions and clicks available to your line item.

To target line items to postal codes:

  1. In the "Add targeting" area of the line item's settings, click Geography.
  2. Click the Enter text tab at the top of the targeting panel.
  3. Copy and paste your list of postal codes, separated by commas. Be sure to follow the format requirements.
  4. Click Include.

    The targetable ZIP codes or postal code prefixes you entered are added to the line item's targeting criteria.

    Format requirements

    US ZIP codes

    • Country code is not required. For example, both US/10036 and 10036 are valid formats.
    • Only 5 digit zip codes are valid. For example, if you enter 10036-2256, it is trimmed to 10036.

    Canada (CA) postal codes

    • Country code is not required. For example, both CA/A0A and A0A are valid formats.
    • Only prefixes are valid. For example, if you enter A1A 1A1, it is trimmed to A1A.

    France (FR), Germany (DE), India (IN) postal codes

    • Country code is required. For example, DE/22529 and FR/60400 are both valid. DFP displays an error if you don’t enter the country code. (If the postal code corresponds to a US ZIP code, then the code is accepted as such.)

    United Kingdom (GB) postal codes

    • Only the “outward code” is targetable. The outward code is the part of the postcode before the single space. Examples of outward codes are L1, SW1A, and SW15. DFP displays an error if you enter more than the outward code.
    • Country code is required. For example, GB/SW15 is valid. DFP displays an error if you don’t enter the country code.
    Why didn't some codes get added to the targeting criteria?

    A zip code or postal code prefix might not be targetable because it’s either invalid, can’t be targeted due to privacy concerns, or is too small (either in landmass or population).

    If a code isn't added to the line item's targeting criteria, make sure it's valid. If it turns out the code is valid but targets a post office box, you should instead target the line item to the zip code that's assigned to the larger area that contains the post office box.

    When targeting to the U.S., you can't target to a ZIP code if you've excluded the region, state, or metro area in which the ZIP code is located. When targeting to Canada, you can't target to a postal code prefix if you've excluded Canada.

Does geo-targeting support targeting by telephone area code?


Why can't I target ads to certain countries?

Consistent with Google's advertising policies, we don't allow publishers to target ads to Crimea, Cuba, Iran, North Korea, Sudan, and Syria.

We apologize for any inconvenience this may cause you and appreciate your understanding. You can still target ads to a different region that is compliant with our program policy's and Terms and Conditions.

Why does my report show "N/A" values?

When targeting geographic areas, impressions are served for line items matching the specified criteria.

In some instances, all levels of geographic data may not be available or mappable from the user IP. If you are pulling a report on a geographic dimension that is more granular than your line item targets, the geographic values for some impressions could appear as "N/A".

For example, let's say you have a line item targeted to a specific DMA but are pulling a report based on the city. If the information available from a user IP accurately maps the user to the DMA, but not to a specific city within the DMA, the city value for that particular impression will appear as "N/A".

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