Geofencing

A geofence is a virtual perimeter for a real-world geographic area. The two types of geofences include historical geofencing which involves building an audience of users who were in a location at a given time and real time geofencing which involves setting a virtual boundary in a pre-set radius around a designated location. Real time geofencing includes geotargeting of country, city, region, DMA or postal code or the more granular proximity targeting of points of interests, addresses or longitude and latitudes.

Admatx can onboard geofence segments from Foursquare, PlaceIQ or  Adsquare. If you do not have an account with any of these options, Admatx support can assist you in creating a segment through our partnership with Foursquare. See below for more information.

Historical (Audience) Geofencing

Historical geofencing involves building an audience of users who were in a location at a given time and targeting them with an ad at a later time across any of their devices.

Audiences can include behaviors such as places visited and geography such as where people live or have visited.

Use Case: Target visitors of a concert or conference, targeting visitors to your competitors’ stores, target people living near an event.

Proximity Geofencing

Proximity targeting uses GPS and mobile network triangulation to understand a user’s precise location and proximity to the reference point. When a user enters a defined geographic area such as a shopping mall or a retail store, they receive a push notification on their smartphone.

Use Case: Proximity targeting is an ID-free way of targeting customers in real time based on their current location. Target points of interest of the advertiser or their competitors, such as retail locations and stores.

How does proximity targeting work: Proximity targeting uses GPS and mobile network triangulation to understand a user’s precise location and proximity to the reference point. When the users enter a defined geographic area such as a shopping mall or a retail store, advertisements are sent to their smartphones. Proximity targeting works only for users who opt in for location-tracking services. Proximity targeting enables real-time and privacy-safe targeting that is not dependent on cookies or other user identifiers.

Foursquare Custom Segment

Admatx support can assist you in creating a segment through our partnership with Foursquare. See below for more information.

Segments take 1-2 business days to deliver to the platform once built

Cost (subject to change by Foursquare) is 25% of media cost maxing out at $2.50 CPM. This CPM is included in your overall CPM and can be broken out as data cost in reporting. This is a pass through cost and Admatx does not charge an additional fee for onboarding these segments.

Request a segment

• Admatx Advertiser Name:
• Design Name:
• Campaign Name:
• Campaign Start Date:
• Campaign End Date:

Historical Segment

• Behavior:

• People Who: Select One [have been at,  have not been at, live near]
• Country:
• Surrounding:  Select One [At the Location,  In Radius]

• If In Radius, how many and in feet, meters, kilometers, or miles

• Timeframe: Select One [In the past 1 month, In the past 2 months, In the past 3 months, In the past 4 months, In the past 5 months, In the past 6 months, In the past 1 year, Between Date to Date]
• Where? Chains (ex. "Starbucks"), Names (ex. "Galaxy Auto"), Categories (Ex. “Parks”), Addresses (ex. “1999 Avenue of the Stars"), Places (ex. "LAX")

• Geography:

• People Who: Select One [Live in, Do not live in, Have visited, Have no visited]
• Country:
• State/Region:
• Locality:
• Postcode:
• DMA:
• Long/Lat: Send a CSV file containing the latitude and longitude.

• The first row of the file must be a header containing latitude and longitude.
• Each row of the file must include latitude and longitude.
• Files of up to 5 MB are accepted. This corresponds to roughly 100,000 rows, though file size varies with the file type and how the data is formatted

• Demographics Layering:

• Gender: Male, Female
• Ages: 18-24, 25-34, 35-44, 45-54, 55-64, 65+
• Parent: Mom, Dad
• Incomes (U.S. Only): All, $0-25k, $25k-50k, $50k-75k, $75k-100k, $100k-125k, $125k-150k, $150k-175k, $175k-200k, $200k-225k, $225k+

Proximity Segment

• Geofence Size: How many and in meters, kilometers, or miles
• Send a CSV file containing the latitude and longitude.

• The first row of the file must be a header containing latitude and longitude.
• Each row of the file must include latitude and longitude.
• Files of up to 5 MB are accepted. This corresponds to roughly 100,000 rows, though file size varies with the file type and how the data is formatted

Targeting segments

Your Admatx support team will provide the name of the segment to target in Admatx. Navigate to your advertiser’s audience builder and search for the foursquare segment under the behavioral audience type.

Best Practices

• Do not restrict delivery with a whitelist and/ or blacklist.
• Do not restrict delivery with a frequency cap that's less than IAB standard (3x/user/day).
• Include standard mobile ad units 320x50, 320x480 and if available include 300x250 and 728x90.
• Ensure you target both iOS and Android apps.
• There is no need to add additional platform targeting to the same line item, especially geotargeting.
• Set higher than average bids to win more location-validated impressions.  
• All services are subject to applicable law, regulation, and restrictions. Not all services may be available in all regions.