Geotargeting With Platform-level Keys

Last update: 2021-12-16
  • Topics:
  • Traits
    View more on this topic

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.

Purpose of Platform-level Variables

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.

Adding Values to Platform-level Keys

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.

User-defined Platform-level Keys

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:

Key For Targeting
d_zx ZIP code (e.g., d_zx=10022).

Platform-level Keys Defined by IP Address

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.

Key For Targeting
d_area_code North America area codes. For example:
  • Trait: d_area_code=801
  • Trait Name: Utah
d_city Cities and towns. Download the cities list. For example:
  • Trait: d_city=bonn
  • Trait Name: Bonn
Tip: You can use d_city coupled with d_country to be sure you’re not targeting two cities with the same name in different countries. You can be even more specific in your targeting by using d_postal_code.
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: d_country=CZ
  Trait Name: Czech Republic
  Trait: d_country=UK
  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:
  • Trait: d_dma_code=807
  • Trait Name: San Francisco
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:
  • Trait: d_postal_code=84004
  • Trait Name: Alpine
d_state 2-character abbreviation for a US state. Download the states codes list. For example:
  • Trait: d_state=NY
  • Trait Name: New York
d_state contains repeated values for different states in different countries. For example, d_state == “on” matches multiple states: Ontario (in Canada), Ondo (in Nigeria), Oshana (in Namibia). We recommend to couple this signal with others such as d_country for more specific geotargeting.
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: d_country,d_city,d_region,d_state,d_dma_code,d_postal_code,d_area_code,d_lat,d_long

On this page