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Understanding geotargeting variables

To display geographically targeted content in an ad, you include geotargeting variables in the ad's creative. A geotargeting variable is a placeholder for the geographically targeted content that you want to include in your ad, such as country, city, and so on. When each viewer sees your ad, the geotargeting variable is automatically replaced with the correct information for the viewer's location.

For example, instead of including a single phone number in an ad, you include a geotargeting variable for phone numbers. Mixpo determines each viewer's geographic location based on their IP address, then dynamically replaces the geotargeting variable with the correct local phone number.

See the following sections:

Types of geotargeting variables

You can use the following types of geotargeting variables:

Geotargeting variable type Definition Usage requirements
System variables Placeholders for general geographic locations, such as city or state. System variables are predefined by Mixpo and include the following:
  • country
  • state
  • city
  • zipcode
  • areacode
Note: The zipcode and areacode variables display for viewers located in the United States. Because Mixpo determines each viewer's location based on their IP address, zip code lookups are approximately 80 percent accurate.
When you include a system variable in a creative, precede the system variable with $$ (two dollar signs).
Mixpo automatically displays the correct values for a system variable based on each viewer's location.
Custom variables Placeholders for geographically targeted content that you define, such as email address, street address, website, logo, special promotion, and so on. The value for each variable varies by geographic location, depending on your requirements. When you include a custom variable in a creative, you must do the following:
  • Define the custom variable and its possible values. You do this by uploading a geotargeting profile to Mixpo. For steps, see Creating a geotargeting profile.
  • Precede a custom variable with $ (one dollar sign).

When you include geotargeting variables in a text field, it's best practice to include a default value in parentheses after each variable. The default value is the value that you want to display when a viewer's location cannot be found or isn't included in your geotargeting profile.

In a single text field, you can include system variables, custom variables, and non-variable text that is the same for all viewers, regardless of their geographic location.

Examples of geotargeting variables

Geotargeting variables in a text overlay

A national insurance company wants to connect each viewer with a local agent. To do this, they include custom variables and system variables in a text overlay:

Call your $$city(Acme Insurance) agent today at $phone(800-555-0123)

In the live ad, each viewer sees their own city name and local contact number in the overlay. When a viewer's location cannot be found, they see "Call your Acme Insurance agent today at 800-555-0123."

For background information about text overlays, see Adding a text overlay to a creative.

Geotargeting variables in an overlay action

A real estate company wants to redirect each viewer to the webpage for their nearest agent. To do this, they include a custom variable for the destination website in a Clickthrough overlay action:


In the live ad, when each viewer clicks the overlay, they are redirected to the webpage for their local agent. When a viewer's location cannot be found, they are redirected to the "Find an Agent" webpage on the real estate company's website.

For background information about overlay actions, see Specifying what happens when viewers interact with ads.

Geotargeting variables associated with an image

An auto manufacturer wants to personalize their ad by displaying the logo of the dealer that is closest to each viewer. To do this, they associate a custom variable with an image overlay.

In the live ad, each viewer see the logo of their closest dealer. When a viewer's location cannot be found, they see the default image overlay.

For background information about image overlays, see Adding an image overlay to a creative.

Additional examples

See Geotargeting examples.

Next steps

Depending on whether you want to use custom variables, select from the following:
seconds ago
a minute ago
minutes ago
an hour ago
hours ago
a day ago
days ago
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