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Author Archive: Kate

Yahoo “Panama” Geo-Targeting: US Only + Canada Only != Entire Market

Yahoo confirmed our suspicion that since geo-targeting locates a user by IP address, if an IP address cannot be determined, the user goes into an “Unknown” bucket. Thus ad campaigns limited to “US Only” are not visible to these Unknowns, and traffic drops off; Unknowns are only served ads from campaigns set to “Entire Market”.

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