Location Targeting

Note: As of July 14, 2020, Basis DSP is using a new version of location targeting. Active campaigns that use the legacy version will continue to target selected locations, but bidding may not occur as expected. Additionally, you cannot include campaigns that use legacy location targeting when you bulk edit locations.

For more information, see New Location Targeting below.

Select specific locations for your campaign in the Location tab of the campaign editor. You can target countries, regions, cities, or congressional districts (for political campaigns only. See Geopolitical Targeting for more information). For the United States, Canada, and the United Kingdom, you can also target locations by DMA or ZIP/postal codes.

LocationTargeting_2021.png

Selecting Countries, Regions, or Cities

  1. Click Select locations to open the location browser.

    FIPStoISO_Locations.png

  2. In the Target Locations window, select the countries, primary regions, secondary regions, and cities that you want to target. Use the search bar to narrow down the list of locations.

  3. Click Ok when finished.

Selecting DMA Codes (US Only)

  1. Enter the codes that you want to target, separated by commas, in the DMA codes field. Click Lookup to view a list of all available codes.

    Locations_DMA.png

  2. Click +Add Code(s) or -Exclude Code(s) to target or exclude them.

Selecting ZIP/Postal Codes

ZIP/Postal code targeting is available for the United States, Canada, Mexico, Colombia, Argentina, Spain, and the United Kingdom. You can add a maximum of 15,000 ZIP or postal codes to your location targeting rules. If you add more than 15,000, the tactic will be invalid and won't run.

  1. Select the target country from the ZIP/Postal code menu.

  2. Enter the ZIP or postal codes in the text box, separated by commas. You can enter up to 15,000 ZIP/Postal codes.

    • For the United States, enter the full 5-digit ZIP code (e.g. 85051, 90210).
    • For Canada, you can enter the full code or only the first 3 characters (i.e. the forward sortation area: FSA: M2J, K6V, etc.).
    • For the United Kingdom, enter the first 2-4 characters of the postcode (i.e. the outward code: L1, SE1, EC1R, etc.). If you enter the full postcode, only the outward code will appear in the locations grid.
    • For Argentina, Mexico, Spain, and Colombia, enter the entire code (4 digits for Argentina, 5 digits for Mexico and Spain, 6 for Colombia).

      Note: Argentina's official postal code format is 8 characters long, but the DSP only supports targeting for the old 4-digit version due to the extremely low adoption of the newer format. However, the new format incorporates the original 4-digit version, so if you only have 8-character postal codes, enter the 4 numbers that appear in the middle. For example, if you want to target B2718XAB, enter 2718. For postal code S2255XAA, enter 2255.

  3. Click +Add Code(s) or -Exclude Code(s).

You can view your location targeting settings in the grid below.

ZIP_PostalCodes_target.png

New Location Targeting

Note: To ensure a smooth transition to our new location taxonomy, you will see many prompts to guide you as you add and edit your campaign location targeting rules and location sets.

We have updated our location targeting taxonomy to offer additional locations to target as well as more granularity that includes secondary regions (for locations outside of North America), in addition to primary regions, countries, and cities. See the list below for more information about how these changes will impact your campaigns.

  • All active campaigns will continue to bid as usual. However, we recommend re-targeting locations using the new taxonomy.

    • Hyperlocal targets, ZIP/Postal codes, and DMA codes are not affected by these changes.

    • Some locations may not exist anymore due to these updates and may be unavailable for bidding.

      • The locations will be labeled as hidden or unavailable:

        FIPStoISO_Unavailable.png

        • Hidden locations are targeted during bidding but will become unavailable when they are removed.

        • Unavailable locations are not targeted during bidding.

  • If you want to edit a campaign that uses the old location targeting taxonomy, you will have to re-select all locations using the new taxonomy.

    • Campaigns cannot target both legacy and new locations at the same time. If you want to add new locations to a campaign that already has location targets, you must remove all of the old locations first and only use the new location taxonomy.
    • Due to this restriction, when you bulk edit locations, you can only include campaigns with legacy location targeting if you choose to bulk replace the campaigns' locations. You cannot bulk add locations to campaigns that have legacy locations.
  • You can copy a campaign that includes legacy location targeting. As with all other campaigns, you must remove the legacy locations if you want to edit the campaign's location targeting.
    • If you choose to edit the campaign before pasting, the location targets will not carry over, and you will have to add targets using the new taxonomy if needed.
  • Location sets that contain legacy locations cannot be added to new tactics. You must recreate old sets using the new location targeting taxonomy.
  • Scheduled geo reports will continue to generate reports as expected. However, the Region field will be replaced by Primary Region and Secondary Region in reports with a start date after April 1, 2020.

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