Internet Connection Types
For devices using a fixed internet connection, the IP address can be used for geo targeting. For devices using a cellular internet connection, options are more limited:
Given Information in Bid Request | Geo Targeting Precision Possible |
Fixed Connection | Country, Region, City, Lon / Lat, Postal Code |
Cellular connection without latitude / longitude given | Country |
Latitude / longitude | Country, Region, City, Lon / Lat |
IP to geo Database: Digital Element
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.
Supply Platforms Geo Targeting Capabilities
SSP's provide varying details on devices and their connections.
SSP | Fixed Connection | Cellular Connection | Lat / Lon for Carrier | Full IP |
Xandr | Yes | Yes | <1% | Yes |
Oath | Yes | Yes | ~100% | Yes |
DoubleClick | Yes | Yes | <1% | No |
Improve Digital | No | No | No | Yes |
Magnite (Rubicon) | <1% | No | <1% | Varies |
Smartclip | No | No | No | Yes |
Pubmatic | No | No | ~100% | No |
Freewheel | ||||
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.