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Geo-targeting is one of several criteria that advertisers base their buys on. But as the technology has become more accurate, it has become increasingly standard. According to a study of the online display ads in four cities by Comscore , roughly ten percent of all display ads are geo-targeted. The cities included in the study include Atlanta, Chicago, Washington D.C. and San Francisco. Comscore VP Brian Jurutka says the rate for geo-targeting is a bit lower for the 100 largest publishers: nine percent. But that is weighted against regional and local publications, where 28 percent of display ads were found to be geo targeted. Jurutka noted that certain buys, such as The New York Lottery, was 100 percent geo-targeted for the NY Tri-state area, while The Cleveland Clinic was 95 percent geo-targeted for the Cleveland area. Generally speaking, geo-targeting isn’t going to be very important for brand awareness, adds Jurutka. “But if you are looking for a direct respons play for specific targets, it is going to be number one or two in importance.”

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Comscore: 10 Percent of Display Ads are Geo-Targeted