Geo-Targeting
Geo-targeting delivers ads based on a user's location "” from country and region down to city, postal code, or a radius around a point "” using signals like IP address and device location.
Key takeaways
- Geo-targeting reaches users based on physical or inferred location.
- Signals include IP address, GPS/device location, and registration data.
- Geofencing targets a defined radius; geo-conquesting targets near competitors.
- Accuracy and privacy vary sharply by signal source and consent.
Location signals and precision
Geo-targeting can operate at many scales. IP address gives coarse, privacy-friendly location suitable for regional targeting and, in CTV, household mapping. Device GPS enables precise, consented location for mobile. Precision and privacy sensitivity rise together as you move from country to street level.
Geofencing and geo-conquesting
Geofencing draws a virtual boundary "” say, a store radius "” and targets devices inside it. Geo-conquesting targets users near a competitor's locations to divert them. Both depend on accurate, consented location data and are increasingly constrained by privacy regulation.
| Scale | Country to city, ZIP, or radius |
|---|---|
| Signals | IP, GPS/device, registration |
| Geofencing | Target a defined boundary |
| Geo-conquesting | Target near competitors |
Frequently asked questions
What is the difference between geofencing and geo-conquesting?
Geofencing targets devices within a defined area, such as a store radius; geo-conquesting specifically targets users near a competitor's locations to win them over.
How accurate is geo-targeting?
It depends on the signal. IP-based location is coarse but privacy-friendly; consented device GPS is precise. Accuracy and privacy sensitivity both increase as targeting gets more granular.