Geotargeting →  overview

From our end we always try to target as correct and detailed as possible. You can think of it like a waterfall. Delta tries to look at the best information available for targeting. In scenarios where GPS data is passed our targeting is most accurate (GPS data is mostly available within apps, besides apps we seldom receive GPS data)

• GPS data 

• Complete IP address 

• IP address with the last octet truncated, e.g. 192.168.1.0 (Google)

• Empty, no IP address is passed 

It is up to the publisher to decide what part of their IP address they want to pass.  

Since we received many questions about how Deltas Geotargeting feature works and how accurate it is, we did a study (in real time) from Sweden (Delta) where we looked at geotargeting in Sweden. 

We can see that the hit accuracy is around 80-90%. Note, however, that this is a study done on our initiative which is demanding when it comes to resources and nothing we do on a regular basis. 

What applies to other countries, how does geotargeting work and what is the accuracy of the hit there? The technical set is the same regardless of the country, so we should have pretty similar figures for all Nordic countries 

Google, Delta and geotargeting

Previously we’ve been limited when it comes to being able to buy geo-targeted inventory on Google, due to truncated IP addresses (meaning that the last octet is left out, 192.168.1.X).

Although we were still bidding on some inventory where we received longitude and latitude from location services and similar.

Now we’ve also updated to support Google’s own version of how they send geo in bid requests. Which means we don’t have any limitations.

The accuracy of the Google library that we now support is down to that we take the centre point of for example a postal code.

Initial deployment of the update was on 2020-02-12 and the result from the update is that we should see an increase of impressions from Google on geo-targeted campaigns.