Why Does My Delivery Report Show Locations or Demographics That I Didn't Target?

Why Does My Delivery Report Show Locations or Demographics That I Didn't Target?

Understanding Targeting Limitations in Digital Ad Campaigns

In the realm of digital advertising, while geotargeting and demographic targeting are powerful tools, they are not without limitations. Sometimes, ads will appear outside the targeted zone for the campaign. This article aims to answer these common questions and clarify why these discrepancies happen.

Geotargeting Limitations

1. IP Address Inaccuracy: IP addresses often indicate the location of the Internet Service Provider, not the actual user.
2. VPN Usage: Virtual Private Networks can make users appear to be in different geographic locations.
3. Mobile Location: The mobility of users, especially on smartphones, can make precise location targeting difficult.
4. Cached and Third-Party Data: Reliance on outdated or third-party data can result in less accurate geotargeting.

Demographic Targeting Limitations

1. Self-Reported Data: Users may not always provide accurate information during sign-up processes.
2. Inferred Data: Machine learning algorithms may make educated guesses about demographic information, which may not always be accurate.
3. Cookie-Based Tracking: The disabling or clearing of cookies by users can hinder effective tracking.
4. Data Decay: Over time, demographic data such as income levels or educational background can change, affecting targeting accuracy.
5. Privacy Regulations: Laws like the GDPR and CCPA can limit the types of data that can be collected and used for targeting.

Clients' Responsibility to Advertisers

It's essential for clients to manage their advertisers' expectations regarding these inherent limitations. While every effort is made to ensure high levels of accuracy in targeting, it is important to understand that some discrepancies are inevitable.

SoCast's Commitment

At SoCast, we are committed to doing everything in our power to mitigate these limitations. We continuously monitor campaign metrics and make adjustments to your targeting parameters to improve accuracy. However, it's crucial to set realistic expectations. Complete accuracy in geotargeting and demographic targeting cannot be guaranteed.

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