Table of Contents
Overview
Beeswax augments the auction with geo data from a 3rd party data provider (MaxMind), so geographic data is almost always present for targeting.
How it Works
| Targeting Key | Description | Recommendation |
| Country | Country of the user | Use as INCLUDE or EXCLUDE targeting |
| Region/State | Region of the user. In the United States, this is the two-letter State abbreviation. | Use as INCLUDE or EXCLUDE targeting |
| Metro | Metro code of the user. Based off of Google’s metro codes which are similar to Nielsen DMAs. Only available in the US market. | Use as INCLUDE or EXCLUDE targeting |
| City | City of the user | Use as INCLUDE or EXCLUDE targeting |
| Latitude & Longitude List | List of Latitude & Longitude coordinates. For more information see here. | Use as INCLUDE or EXCLUDE targeting |
| Latitude & Longitude Present | Presence of latitude and longitude values | Use as INCLUDE or EXCLUDE targeting |
| Location Type | Location type, e.g. GPS Location Services, IP Address, or user provided data | Use as INCLUDE or EXCLUDE targeting |
| Zip Code | Zip code or postal code of the user. Zip codes can be entered directly in the “Zip Code” field as a comma separated list. Zip targeting does also accommodate for international postal codes, but please contact Beeswax Support first to obtain the specifics of what the matching value formats are for various countries. | Use as INCLUDE or EXCLUDE targeting |
| Zip Code List | If uploading a zip code list that contains five digit codes starting with the number "0", please upload in one of the following two ways:
For any set of zip codes greater than 100 we recommend creating a “Zip Code List”. To create a list:
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FAQS
Q: Because you truncate the last octet of an IP address in EMEA, do you lookup the geo in EMEA before truncating?
A: Yes, we do the Maxmind lookup prior to truncating the IP address.
Q: Do you augment lat/long (latitude and longitude)?
A: No, we never generate lat/long using Maxmind lookups nor augment a bid request's lat/long with Maxmind data.
Q: Why am I delivering in subregions of the region I am excluding? (e.g. Why am I delivering in Paris if I'm excluding the region of Ile de France?)
A: The Maxmind database for some countries has a two-level hierarchy for regions. We flatten the hierarchy when we import it and don’t support parent to child relationships. For example, imagine two regions `New York City` and `Manhattan`. If you exclude `New York City` but the request matches `Manhattan` you may still serve. This tends to be more of an issue in Europe.
Q: Does Maxmind Geo Targeting work for International postal codes.
A: Yes. Support for postal code targeting in Beeswax is determined by what is passed from Maxmind (our Geo provider). This differs by country, and for some only part of the postal code is supported. For example in the USA 5 digits are supported, CA first 3 digits are supported, UK first 3-4 digits supported, Ireland first 3 digits, Italy 5 digits. For the countries where only the first section of the postal code is passed, e.g. CA and UK, the customer needs to match this format when adding into targeting. If the customer inputs the full postal code, there will be no “matching” and the Line Item is not expected to bid.