Geo Targeting

BidTheatre uses geo targeting data from Digital Element based on the IP address provided in the bid requests. Accuracy is near 100% accuracy on country, region and city level. The following levels are available:

Level	Description
Country	Such as "Sweden"
Region	Such as "Stockholms län"
City	Such as "Stockholm". Radius can be set (defaults to 30km).
Longitude / Latitude [+ Radius]	Specify lon/lat pair + radius
Postal Code	Uploaded as an IP Data List

Digital Element provides all names in English for countries and regions but provides native spelling for cities in Germany, Netherlands, Sweden, Italy, Poland, Austria, Finland, Denmark, France, Spain and Norway. The region breakdown is done by Digital Element and is not possible to modify. 

 

Desktop Devices

For desktop devices using a fixed internet connection, the IP address can be used for geo targeting.

 

Mobile Devices

Mobile geotargeting differs slightly from the geotargeting used for desktop impressions since mobile units can be connected to the internet in different ways.

Given Information in Bid Request	Geo Targeting Precision Possible
Wifi Connection	Country, Region, City, Lon / Lat, Postal Code
Cellular Connection without latitude / longitude	Country
Latitude / Longitude	Country, Region, City, Lon / Lat

SSP's provide varying details on devices and their connections. 

SSP	WIFI Connection	Cellular Connection	Lat / Lon for Carrier	Full IP
Xandr	Yes	Yes	<1%	Yes
Oath	Yes	Yes	~100%	Yes
DoubleClick	Yes	Yes	<1%	No
Fyber	No	No	No	-
Improve Digital	No	No	No	Yes
Magnite (Rubicon)	<1%	No	<1%	Varies
Smartclip	No	No	No	Yes
Pubmatic	No	No	~100%	No
Freewheel
Iponweb				No
Livewrapped				Yes

Since GDPR, some SSP:s are cloaking the last octet of the IP address. This may cause slight deviations in geo targeting precision, as x.x.x.0 may resolve to another geo than x.x.x.y.

If wifi connection status is not given from the SSP, Digital Element's Carrier Database is used.