The DSP supports ad targeting at the Line Item level for United Kingdom-targeted campaigns using postcode granularity. You can precisely target audiences in the United Kingdom by postcode area, district, or sector, in line with UK privacy regulations. This feature does not permit targeting at full postcode unit level (e.g., W1A 1AA) to protect user privacy.
How It Works
- Within a Line Item, proceed to Targeting.
- Under Targeting, locate Geo.
- The UK Postcode field will appear if the target country is set to “United Kingdom.”
- Accepted Formats:
You can enter postcodes at three levels:- Area (e.g.,
W) - District (e.g.,
W1A) - Sector (e.g.,
W1A 1) - Full unit (e.g.,
W1A 1AA) is not allowed and will be rejected.
- Area (e.g.,
- Tooltip:
For UK: Available at the postcode sector level only (e.g., W, W1A, or W1A 1). Unit level targeting is not allowed to protect user privacy and comply with data protection laws. - Input Behavior:
- Input is freeform: you must enter a valid format.
- If you enter a code longer than the sector level (e.g., W1A 1AA), you will receive a validation error:
- “Only the next formats are allowed: W, W1A, W1A 1.”
Targeting Levels Explained
| Component | Example | Description | Typical Coverage |
|---|---|---|---|
| Area | W | West London | Most of west central London |
| District | W1A | Central West London | Thousands of addresses |
| Sector | W1A 1 | Few streets or blocks | ~3,000 addresses |
| Unit | W1A 1AA | A specific building/group (Not Allowed) | 1–20 addresses (Not Allowed) |
Reporting
Metrics:
- Impressions and other metrics will be reported by UK postcode sector (e.g. W1A 1).
- No reporting by postcode unit to comply with privacy laws.
- If a campaign targets multiple postcodes, reporting will show each postcode as a separate row. With each impression attributed only once to the sector where it was served.
- Note: Not all UK IP addresses can be mapped to a sector-level postcode (dependent on Geo-IP database accuracy). Impressions without valid postcode data will not appear in this slice.
Best Practices
- Only input postcodes at area, district, or sector level.
- Avoid duplicate entry; each sector is listed once per line item.
- Review Targeting and Statistics sections to confirm targeting and reporting.
Frequently Asked Questions
Q: What if I try to enter a full postcode?
A: The system will block the entry and prompt you to use an accepted format.
Q: Why don’t I see the UK postcode field when targeting another country?
A: This field is available only when targeting the United Kingdom.
Q: Will reporting double-count impressions if I target more than one postcode?
A: No. Each impression will be counted only for the postcode where it was served.
Q: What happens if an IP address isn’t matched to a UK postcode?
A: Impressions for that user will not be attributed to a postcode in your reportin