Geofarmed audiences include people who’ve visited a specific geographic location that you define, whether on-premises or in proximity of the point of interest. You’ll define a geographic area by searching an address, creating a virtual boundary on a map, or uploading files of the desired locations. Users will get added to the audience based on their proximity to those locations within a specified date range and frequency.

Use cases for Geofarmed audiences are vast and vary based on your campaign goals. A Specialty advertiser running an upper-funnel awareness campaign, for example, might wish to exclude users who were in proximity of their brick-and-mortar storefronts in the past 30 days. Depending on their vertical, advertisers may also create NPI and non-NPI based Geofarmed audiences for healthcare campaigns or Political Geofarmed audiences for political campaigns.

Refer to Create or manage a Geofarmed audience to select a geographical area and start capturing users for campaign targeting and blocking.

Geofarmed audiences help ensure maximum unique reach to healthcare professionals (HCPs) and nurses based on their proximity to a set of physical locations. These locations may include, for example, hospitals, clinics, and healthcare events that move the needle for your brand.

Healthcare advertisers can leverage two types of Geofarmed audiences: NPI-based (HCPs, Nurses) and non-NPI-based (Nurses) Geofarmed audiences. Depending on your audience type, you’ll leverage our in-house and integrated data sources to compliantly extract the precise device IDs, location details, and NPI data needed to reach high-value healthcare professionals across their connected devices.

*We directly ingest NPI numbers from leading industry sources, which power our identity graph with over 80% coverage of the HCP universe and result in maximum unique campaign reach.

Refer to Create or manage a Geofarmed audience (to generate NPI-based or non-NPI-based Healthcare Geofarmed audiences.

Geofarmed audiences help ensure maximum unique reach to constituents based on their proximity to a set of physical locations. For example, a Political advertiser running a lower-funnel conversion campaign might wish to target users who visited political rallies in New York at least twice in October. Another Political advertiser creates a Geofarmed audience based on DMAs and Congressional Districts.

Political advertisers can leverage standard Geofarmed audiences to reach their target voter audience. Follow the steps outlined in Create a Geofarmed audience (Specialty, Political) to generate an audience that includes users based on the States, Cities, Counties; and DMAs, Congressional Districts, State Senates, and/or State Houses of your choice.

All advertisers are eligible to create and target Geofarmed audiences. A campaign must also meet each of these conditions before it becomes eligible for Segmented audience targeting:

*Advertiser vertical: Specialty and Political advertisers are eligible to create and target Geofarmed audiences. Healthcare advertisers may be eligible to also create and target NPI-based (HCP, Nurse) and non-NPI-based (Nurse) Geofarmed audiences.

**Audience type: Campaigns typically support targeting multiple audience types. A single campaign, however, can never target both NPI-based and non-NPI-based audiences. For example, a campaign can’t target an HCP Geofarmed audience if it’s already targeting a Non-NPI Nurse Geofarmed audience. Refer to Troubleshoot a Geofarmed audience for additional support.

Geofarmed audiences each display a CPM price. Note that there’s no cost associated with generating a Geofarmed audience. Instead, the listed CPM price will apply once you run a campaign that’s targeting the Geofarmed audience.

You can review the CPM cost of targeting a given Geofarmed audience once it finishes generating and features a Ready status. In the case of NPI-based Geofarmed audiences (Healthcare), you’ll also review pricing details when you choose your preferred data provider(s).

Refer to Review a Geofarmed audience to learn how to locate an audience’s cost details.

You can review a Geofarmed audience’s status on the Geofarmed Audience page of the Audiences app. Refer to Review a Geofarmed audience for more information on how to access this page.

*This audience status is applicable only to NPI-based Geofarmed audiences (HCP, Nurse).

Frequency refers to the number of times a user visits the relevant geolocation(s). You can choose a frequency ranging from 1 to 10, and this selection determines which users will get added to your Geofarmed audience.

A single Geofarmed audience can feature one of three Frequency Type settings: Total, Weekly, or Monthly.

When you create a Geofarmed audience, we’ll prompt you to choose a Start Date and an optional End Date.

This data collection period is static and determines which users will be added to the Geofarmed audience. For example, if you choose June 1st-June 30th, we’ll add users who visited the relevant geolocations during those dates as long as they visited them at the frequency you defined for this audience.

You create a Geofarmed audience and indicate these requirements during audience setup:

ZIP Codes: 10001, 10002, 10003, 10004, 10005, 10006, 10007, 10009, 10010, and 10011

Frequency: 3

Frequency Type: Total

Start Date: June 1

End Date: June 30

Refer to the table below to review a list of scenarios, and whether or not a particular user will be added to this Geofarmed audience based on your selections.

Geofarmed audiences apply an “OR” relationship to your location targeting selections. This means that your campaign will include a user in the audience if they’re located in any of the locations you choose, as long as all other audience criteria (e.g., Frequency, Start Date, End Date) and campaign targeting criteria are met.

A National Provider Identifier (NPI) is a 10-digit numeric identifier. It’s a component of the Health Insurance Portability and Accountability Act (HIPAA) that serves as a unique identification number for covered healthcare providers.

Advertisers who’d like to leverage our integrated data sources to generate NPI-based Geofarmed audiences can refer to Create an NPI-based Geofarmed audience for more details.

Note that certain healthcare professionals, such as nurses who don’t bill for services, aren’t assigned an NPI number. You can still reach these individuals by generating and targeting Nurse Geofarmed audiences. Refer to Create a non-NPI-based Geofarmed audience for more details.