Location Targeting

Note: As of January 27, 2021, Basis is using a new version of location targeting. Active tactics that use the legacy version will continue to target selected locations. The new targeting taxonomy impacts countries, regions, and cities, but not DMA codes, ZIP/postal codes, or hyperlocal targets. If you want to edit the locations of an existing tactic, you will have to replace all country, region, and city targets for that tactic. Additionally, you cannot include tactics that use legacy location targeting when you bulk edit locations.

For more information, see New Location Targeting.

Location targeting controls where your tactic appears. Set up location targeting rules, and your tactic bids on impressions that match your rules.

Your tactics must target at least one:

Additionally, you can exclude IP addresses from targeting.

Targeting a Country, Region, or City

To target a country, region, or city:

  1. Go to the Tactic Editor:

    1. Select Main MenuCampaigns.
    2. Select a campaign, then open the media plan.
    3. From the tactic's Options [], select Edit.
  2. Select Location, then select Country/Region/City.

  3. Click Add [+] next to the country, region, or city you want to target or exclude. Use the search box to find specific locations more easily.

  4. On the Location Rules panel, set up your targeting rules for these locations.

    1. Click Country/Region/City to view the locations codes you added.
    2. Select whether the tactic should Targetor Exclude each location.

Targeting DMA Codes

To target DMA codes:

  1. Go to the Tactic Editor:

    1. Select Main MenuCampaigns.
    2. Select a campaign, then open the media plan.
    3. From the tactic's Options [], select Edit.
  2. Select Location, then select DMA.

  3. Add DMA codes from the list or enter them manually.

    1. Click Add [+] next to the DMA code you want to add. Use the search box to find specific locations more easily.
    2. If you want to manually add a code, click Enter codes, enter a list of codes separated by commas, and click Target or Exclude to add them to your tactic's location rules.
    3. Click Done to return to the list of DMA codes.
  4. On the Location Rules panel, set up your targeting rules for these locations.

    1. Click DMA to view the locations you added.
    2. Select whether the tactic should Targetor Exclude each location.

Targeting Postal Codes

Note: You can add up to 15,000 ZIP or postal codes to your location targeting rules. If you add more than 15,000, your tactic will be invalid and won't run.

ZIP and postal code targeting is available for the following countries:

  • Argentina
  • Brazil
  • Canada
  • Colombia
  • Guatemala
  • Mexico
  • Spain
  • United Kingdom
  • United States

To target postal codes:

  1. Go to the Tactic Editor:

    1. Select Main MenuCampaigns.
    2. Select a campaign, then open the media plan.
    3. From the tactic's Options [], select Edit.
  2. Select Location, then select ZIP/Postal.

  3. Select a Country, and then enter the ZIP or postal codes you want to target, separated by commas.

    • Argentina: Enter the full 4-digit code.
    • Brazil: Enter the full 5-digit code.
    • Note:

      Argentina and Brazil's official postal code formats are 8 characters long, but the DSP only supports targeting for the older versions due to the low adoption of the new formats. If you only have the 8-character versions, you can identify the codes you need to enter in the DSP.

      • For Argentina, enter the 4 numbers that appear in the middle. For example, if you want to target B2718XAB, enter 2718.

      • For Brazil, enter the first 5 digits. For example, if you want to target 18200-200, enter 18200.

    • Canada: Enter the full 6-character code or just the first 3 characters, also called the forward sortation area (FSA). For example, M2J 6X1, K6V. If you enter the full postal code, the DSP automatically selects the FSA.
    • Colombia: Enter the full 6-digit code.
    • Guatemala: Enter the full 5-digit code.
    • Mexico: Enter the full 5-digit code.
    • Spain: Enter the full 5-digit code.
    • United Kingdom: Enter the first 2-4 characters of the postcode, also called the outward code. For example, L1, SE1, EC1R. If you enter the full postcode, the DSP automatically selects the outward code.
    • United States: Enter the full 5-digit ZIP code.
  4. Click Target or Exclude to add the codes to your target's location rules.

  5. Select ZIP/Postal on the Location Rules panel to view the ZIP and postal codes you added and change their targeting rules if necessary.

Hyperlocal Options

Set precise targeting areas based on latitude and longitude on the Hyperlocal tab. See Targeting Hyperlocal Locations for more information.

Excluding IP Addresses

You can exclude specific IP addresses that you do not want to target. The tactic editor validates the addresses you enter, so you'll see an error message if you enter invalid addresses.

To exclude IP addresses:

  1. Go to the Tactic Editor:

    1. Select Main MenuCampaigns.
    2. Select a campaign, then open the media plan.
    3. From the tactic's Options [], select Edit.
  2. Select Location, then select Exclude IPs.

  3. Enter the IP addresses that you want to exclude. You can enter:

    • Single addresses. Example: 240.152.168.239
    • Ranges: Excludes both listed addresses and all addresses in between. Enter the first and last address in the range with a hyphen between them. Example: 234.21.0.1-235.93.15.255
    • Wildcards: Excludes all addresses that begin with the listed numbers. Example: 234.0.* This excludes addresses 234.0.0.0 through 234.0.255.255.

    Note: You can enter up to 25 IP addresses, ranges, or wildcards for each tactic.

  4. Click Exclude to add IP addresses to your tactic's location rules.

  5. Select IP Address on the Location Rules panel to view the IP addresses you added, and change their targeting rules if necessary.

Geopolitical Locations

If you are running a political campaign, you can target specific congressional districts from the Locations tab. SeeTargeting Geopolitical Locations for more information.

Adding a Location Set

When you've arranged your locations and targeting rules in a way you might want to use again, you can save them as a set. See Audience, Location, and Segment Sets to learn how to create a set.

Note: Adding a location set to a tactic will overwrite any existing location targeting rules. If you want to use a set along with other locations, add the set first, then add the other locations you want to target or exclude.

To add a location set:

  1. Go to the Tactic Editor:

    1. Select Main MenuCampaigns.
    2. Select a campaign, then open the media plan.
    3. From the tactic's Options [], select Edit.
  2. Select Location, then select Location Set.

  3. Click Add [+] next to a set you want to use.

  4. Add any other locations you want to use and adjust the targeting rules on the Locations Rules panel.

Location Targeting Rules

You can either Target locations or Exclude them being targeted from the panel on the rightmost panel when you're setting up your tactic's locations.

When you target multiple locations or codes, the tactic bids on impressions from any of these locations. For example, this tactic targets impressions in Alaska or Hawaii:

This tactic targets impressions from any state in the US except Alaska, as well as impressions from Anchorage, Alaska (the only impressions not targeted are from Alaska outside of Anchorage):