Geotargeting has been a strategy publishers have been using for a long time, but it’s recently come back into light due to Yahoo Publisher Network only paying for/allowing USA-only inventory. If a publisher doesn’t have a way to geotarget, they are serving ad impressions that not only aren’t making money, but could potentially get them in trouble with Yahoo.
There are additional reasons a publisher might geotarget, such as certain advertisers or ad networks paying different rates for different countries. And many publishers don’t even realize that some of the large networks are paying less for their international inventory or sending it to a default altogether.
So how does one geotarget? The article I mentioned above on WebsitePublisher outlines one method, and some ad servers have the ability built in. However, the easiest way I know of is to use the product my team just built called RMX Direct.
RMX Direct allows you to enter in any advertiser or ad network you’re working with and you can determine what countries you wish to show their ads.
Additionally, you can directly apply to and work with ad networks that are part of the Right Media Exchange. A few of those networks are located in international locations and are good at selling international ad deals, so it’s an ideal setup if you’re using the Yahoo Publisher Network. In this example you can traffic in the Yahoo Publisher Network and geotarget it to USA-only, then the Right Media Exchange networks can take all the international inventory. And this all happens through one set of ad tags, and you can see the reporting breakdowns per country. Pretty slick if you’re wanting easy geotargeting control. Plus it’s free.