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.

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