Geotargeting With Platform-level Keys

Describes the common platform-level key-value pairs you can use to target users with geographic variables across all properties in your Audience Manager account.

This topic contains the following sections:

Purpose of Platform-level Variables

Platform-level variables let you take data passed in from a particular site and make it available for targeting across all the properties in your Audience Manager account. These variables are formed by key-value pairs with the key prefixed by d_ as shown below.

Adding Values to Platform Level Keys

For some platform-level keys, you can specify the value yourself. With others, the keys are associated with corresponding IP addresses passed in on an event call. In either case, you still need to specify the value when building traits in Trait Builder.

User Defined Platform-Level Keys

You specify the value when building traits with these key-value pairs:
Key For Targeting
d_zx ZIP code (e.g., d_zx=10022).

Platform Level Keys Defined by IP Address

The values for these keys are determined by matching IP addresses to corresponding geographic and demographic data. However, you'll still have to enter the value parameter when creating the key-value pair in Trait Builder.
Key For Targeting

North America area codes.

For example:
  • Trait: d_area_code=801
  • Trait Name: Utah

Cities and towns. Download the City List.

For example:

  • Trait: d_city=bonn
  • Trait Name: Bonn

Values correspond to ISO country codes. For a searchable list of codes, see the ISO Online Browsing Platform.

Targeting for the United Kingdom is the only special case that does not obey ISO 3166. You should use "UK" instead of "GB" for targeting in the United Kingdom.

To target the Netherlands Antilles, the code "AN" has been deprecated since 2010. The area has been dissolved into five separate territorial units. The implication is that for targeting in the Netherlands Antilles, you should not use "AN," but a combination of the country codes for "CW," "SX," and "BQ."

For example:

  • Trait: d_country=CZ
  • Trait Name: Czech Republic
  • Trait: d_country=UK
  • Trait Name: United Kingdom
  • Trait: d_country=CW OR d_country=SX OR d_country=BQ
  • Trait Name: Netherlands Antilles

Metropolitan area DMA codes. Download the DMA region list (.csv format).

For example:

  • Trait: d_dma_code=807
  • Trait Name: San Francisco

Latitude (e.g. d_lat=40.75). Download the latitudes list.


Longitude (e.g. d_long=73.98). Download the longitudes list.


ZIP codes (exclude the extended +4 code). Download the postal codes list.

For example:

  • Trait: d_postal_code=84004
  • Trait Name: Alpine

2-character abbreviation for a US state. Download the states codes list.

For example:

  • Trait: d_state=NY
  • Trait Name: New York

Regional alphanumeric IDs. Download the region list.

Then, you can use this list to match region IDs to region names.


ISP/organization. Download the ISP List.

The list of all location-based signals comprises all the signals above, in the following order: d_country,d_city,d_region,d_state,d_dma_code,d_postal_code,d_area_code,d_lat,d_long