Describes the common platform-level key-value pairs you can use to target users with geographic variables across all properties in your Audience Manager account.
Platform-level variables let you take data passed in from a particular site and make it available for targeting across all the properties in your Audience Manager account. These variables are formed by key-value pairs with the key prefixed by
d_ as shown below.
For some platform-level keys, you can specify the value yourself. With others, the keys are associated with corresponding IP addresses passed in on an event call. In either case, you still need to specify the value when building traits in Trait Builder.
If you already have, or are establishing, a process to define and collect key-value pairs, then utilize this option. If you want to use keys pre-defined by IP address, continue to the next section. In the case of user-defined keys, you specify the value when building traits with these key-value pairs:
||ZIP code (e.g.,
We work with Digital Envoy to obtain and update the demographic and geographic data for the keys below. The values for these keys are determined by matching IP addresses to corresponding geographic and demographic data. However, you’ll still have to enter the value parameter when creating the key-value pair in Trait Builder.
|d_area_code||North America area codes. For example:
|d_city||Cities and towns. Download the cities list. For example:
|d_country||Values correspond to ISO country codes. For a searchable list of codes, see the ISO Online Browsing Platform.
Targeting for the United Kingdom is the only special case that does not obey ISO 3166. You should use “UK” instead of “GB” for targeting in the United Kingdom. To target the Netherlands Antilles, the code “AN” has been deprecated since 2010. The area has been dissolved into five separate territorial units. The implication is that for targeting in the Netherlands Antilles, you should not use “AN,” but a combination of the country codes for “CW,” “SX,” and “BQ.” For example:
Trait Name: Czech Republic
Trait Name: United Kingdom
Trait: d_country=CW OR d_country=SX OR d_country=BQ
Trait Name: Netherlands Antilles
|d_dma_code||Metropolitan area DMA codes. Download the DMA region list (.csv format). For example:
|d_lat||Latitude (e.g. d_lat=40.75). Download the latitudes list.|
|d_long||Longitude (e.g. d_long=73.98). Download the longitudes list.|
|d_postal_code||ZIP codes (exclude the extended +4 code). Download the postal codes list. For example:
|d_state||2-character abbreviation for a US state. Download the states codes list. For example:
|d_region||Regional alphanumeric IDs. Download the region list. Then, you can use this list to match region IDs to region names.|
|d_isp||ISP/organization. Download the ISP List.|
The list of all location-based signals comprises all the signals above, in the following order: