The digital platforms we use here at MS have different rules and regulations regarding geo-targeting as well as audiences. This article will simplify what kinds of targeting are allowed for all types of campaigns.
- FB allows both custom audiences and various Geo targeting options. The geo can include either location lists, such as zip codes or states. You can also target specific addresses, including a radius around a particular area or address.
The targeting options are the same for both political and non-political campaigns.
- Google like FB allows geo-targeting but does not allow custom audience lists. Certain demographics such as age can be factored into the audience segments, but custom list uploads are not a feature. Google can target specific locations via radius as well as broad targeting such as zip code and state.
Note: If a campaign is political, Google will not allow radius or specific geo targeting. Brand campaigns may use any geo feature.
TheTradeDesk
- TTD features include custom audiences and geo targeting. Targeting in TTD is straightforward and allows the following: zip codes, state, DMA, city or address (latitude and longitude needed for address targeting)
Stack Adapt
- SA includes several options for both audiences and geo targeting. Audiences can include custom lists, lookalike or third party data. Demographic targeting such as interests and age are also options.
Geo targeting can be used in the form of a location list such as zips or cities. SA also offers tools for radius (similar to FB) geo location, specific political districts and a polygon tool that allows us to draw out the radius targeting
X
- X targeting currently allows city, state, zip code and region targeting. Address targeting is unavailable in X but may become available in the near future. Demographics can also include language, gender, age range,
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