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Geography targeting

Target countries, cities, and other regions for delivery

You can target a line item to countries, regions (such as provinces, prefectures, states, etc.), U.S. Nielsen DMAs (designated market areas), and cities.

Add geography targeting

You can add geography targeting in the "Add targeting" widget. Targeting line items to a small geographic area or set of postal codes can significantly reduce the number of impressions and clicks delivered.

  1. Find the "Add targeting" section of a line item or yield group.
  2. Click Geography.
  3. Browse or search for your geographic location and click include, or click the down arrow the down arrow and then exclude to avoid delivering ads to users from that area. After you include a location, you can exclude smaller locations within the included area.

    Click Enter text to enter a list of postal codes. Learn more

How geography targeting works

DFP targets users by their IP address, which is generally very precise and reliable.  You cannot target specific IP addresses.

Geographic areas available for targeting

  • Airport
  • City
  • Country
  • County
  • DMA region
  • Neighborhood
  • Postal code
  • State

The options available vary by country. United States targeting provides the most specific options, such as postal codes and neighborhoods. To get a full list of geographic values available for targeting, use the DFP API match tables .

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.

Telephone area code targeting is not supported.

Mobile devices

Geography targeting for mobile devices is dependent on how the user is connected to the internet.

Wi-Fi traffic

Geography targeting works as usual for user connected to the internet with Wi-Fi.

Carrier traffic

Only country targeting is recommended, unless you're passing location data through your mobile app. You can also choose to target to region, state, and city, but accuracy at these more granular levels is dependent on our confidence in the location of the IP. If you choose a more granular level than country, you might exclude some traffic. Note that some carriers might have traffic outside of their primary country of business.

Include latitude and longitude location data in your ad request
Passing this information via Google Publisher Tags or the Google Mobile Ads SDK allows DFP to select line items with more granular geography targeting than what the carrier information provides. You cannot, however, target line items to a specific lat/long or a set of points.

Learn how to use latitude and longitude with Ad Exchange.

Postal code targeting

Postal code targeting is available for Canada (CA), Germany (DE), France (FR), United Kingdom (GB), India (IN), and the United States (US). Click Enter text in the "Add targeting" section to paste a list of postal codes according to the format requirements below.

Format requirements

United States (US) postal 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 weren't some codes 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 it's 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 United States, 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.

Common questions

How can I target a continent or other custom region?

The best way to target a continent is to include all countries within the continent.

How can I include a geographic area, but exclude certain postal codes?

The best way to accomplish this is to either include all postal codes for an area except those you want to exclude, or exclude a neighborhood or other area that is similar to the postal code area you want to exclude.

Why does my report display "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 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 country, but are pulling a report based on the city. If the information available from a user IP accurately maps the user to the country, but not to a specific city within the country, the city value for that particular impression will appear as "N/A".

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