Announcing MVPDs Can Now Build Audiences Utilizing ZIP Codes (3/16/20)
To enable advertisers to geographically target their audiences, we’ve rolled out a new process to allow MVPDs to build audiences based on ZIP codes.
To implement audience building utilizing ZIP codes:
Email your LiveRamp operations team a .csv or .txt file with a single column that includes rows for all of the ZIP codes that you want to use. Name the file in the format “{yourCompanyName}_{campaignName}_{YYYYMMDD}" (without spaces or special characters).
LiveRamp creates segments that contain the Subscriber IDs in your base universe that fall into the specified ZIP codes. These subsets of your subscribers will be available as segments within the “TV ID Audiences” folder. Note: Once we receive the file, it will take 4-7 days for these custom audiences to appear in Connect:Select.
Use these ZIP code-based segments in conjunction with other segments to build an audience within Connect:Select.
Product Limitations
For audience building utilizing ZIP codes, MVPDs are limited to a maximum of 5 requests per week, and a maximum of 15 requests per month, inclusive of changes and refreshes.
The following actions are considered “requests”:
Changing your ZIP code list (adding or removing ZIP codes).
Refreshing your ZIP code segments to match against your latest subscriber file (ZIP code counts will not be automatically refreshed to match with the latest uploaded subscriber file if the subscriber file is updated after receipt of the ZIP code list). To refresh the matches, contact your LiveRamp operations team member.