What Is Geographic Ad Targeting (Geotargeting)?
Geographic ad targeting, or geotargeting, is the practice of delivering ads to users based on where they are located—such as by country, region, city, postal code, or even a very specific location like a store or an event.
How Does It Work Technically?
There are several ways to determine a user’s location:
1. IP Address
Every internet-connected device has an IP address.
By looking up this IP, a user’s location can often be identified down to the city, regional or district level.
Commonly used for broad geotargeting (e.g. per country, city or zip code).
2. GPS & Device Location Services (especially on mobile)
Mobile apps can use GPS to get precise coordinates.
Useful for very accurate targeting – e.g., “users within 500 meters of our store.”
Requires users to give permission for location access.
3. WiFi & Network Data
By analyzing nearby WiFi and network signals, location can be refined further.
Used primarily in apps or advanced mobile targeting.
4. User-Provided Data (logged-in users)
If a user logs in and has entered their address or postal code, this can be used for targeting.
Common in CRM/CDP systems.
Levels of Geographic Targeting
Level | Example | Use Case |
Country | Sweden | National campaigns |
Region / State | Skåne, Västra Götaland | Regional offers |
City | Malmö, Gothenburg | Local advertising |
Zip Code | 113 46 Stockholm | Store-specific targeting |
Radius (via GPS) | 500m from store | Event marketing / geofencing |
Things to Keep in Mind
IP-based targeting isn’t always perfectly accurate (it might show the wrong city).
GPS data requires explicit user consent.
For best results, combine multiple data sources.
All location-based targeting must comply with GDPR and often requires clear user consent.