If You’re Not Geotargeting Your Ads, You’re Not Doing It Right

Check out the leftmost ad that Business Insider is running, via Outbrain, on DCist:



Because I visited DCist from the office, the headline astutely mentions my location (“In D.C.”).

Now behold what happens when I click on the ad:



The reference to “D.C.” is gone, which allows the editors room to flush out the full—and irresistible—headline (“This Hoodie Is So Insanely Popular You Have to Wait Months to Get It”).