Ad-tech
Geo-targeting
Restricting ad delivery to specific countries / regions / cities.
Geo-targeting is the campaign setting that scopes delivery to a country, state/region, DMA, or postcode. Tier-1 / Tier-2 / Tier-3 grouping is the default for affiliate operators. Mid-campaign tightening (drop the worst-converting state) is a standard CPA-reduction lever. Cities and zip-targeting are usually only available on programmatic / DV360 / Meta — most native networks stop at country + region.
Example
US auto-insurance lead-gen pulled CA, NY, FL out of the campaign at week 3 — no-fault states and litigious markets had 2× the scrub rate. Blended CPL dropped from $38 to $29.