IAB Targeting Local Markets Guide

Recommended Targeting Local Markets guidelines from the Interactive Advertising Bureau (IAB). Available for free download in pdf format.

An overview, from the website:

“Targeting Local Markets” is an overall look at some techniques used by the online publishing ecosystem to help drive local online advertising. Some of the techniques provide better accuracy than others. Search is often used in local because of the intended action and ease in buying. Localized content has also become increasingly more popular as local blogs and newspapers report on community and neighborhood activities.

IP-based geo-targeting is commonly used for local advertisers to reach their audience; however, with only 25-50 miles of accuracy it is really only effective for regional advertisers to reach users at a DMA level. Similarly, Behavioral Targeting is frequently used to estimate a user’s location, but inferred location is still far from accurate for most local advertisers.

Visit Targeting Local Markets: An IAB Interactive Advertising Guide