Geography Data for Brand, Agency and Media & Entertainment Clients

Two Types of Geography Data 

Our Brand, Agency and Media & Entertainment clients will see two types of Geography data in their Resonate accounts:

1. Region and State from our research data found in Resonate Elements
2. DMA from our deterministic geography data, found in Additional Data 

1. Region and State

Region and State data continue to come from our U.S. Consumer Study, where respondents identify where they live. These attributes live in the Resonate Elements taxonomy under Demographics → Demographics → Geography and are weighted to represent the U.S. online adult population. Use these when you need representative, projected counts of people living in a given region or state. 

2. DMA

DMA will come from Resonate's Premium Geography Data, which is based on a combination of IP-based geographic modeling and Resonate’s proprietary behavioral data. 

Why the Two Types?

There are a few reasons we're providing more than one type of Geography data to you:

1. Region and state from the Resonate Elements taxonomy will give you a projected count of how many people are in that region or state when added to your audience definition in the audience builder. Since DMA data is observed, vs the self-reported survey data which is weighted, we cannot provide a projected count of how many people are in a DMA. When viewing a DMA attribute in your audience definition, you will see the Estimated Targetable ID number, which is the estimated available number of IDs within Resonate’s ID Graph that can be activated for an audience
2. Another reason for the two data types is that with our research data, we are not able to provide granular geographic insights. When we observe geographic location, we're able to provide insights on more granular geographic data through observed behavior.

When to use Which Data Type

Use Region and State (Resonate Elements) when: 

• You want to build an audience based on where people live. 
• You want to see projected audience sizes aligned to the U.S. online adult population. 

Use DMA® (Additional Data → Geography) when: 

• You want granular insights to understand where your audience is represented. 
• You want to identify geographic areas for budget focus or targeting strategy. 

Pro Tip: For campaign execution, we recommend using your advertising platform’s geo-targeting capabilities for the most current and precise targeting performance. 

Limitations to Two Types of Geography Data

When working with these two data types, keep in mind that they come from different sources, so they may not always "add up" against each other. For example, if you look at several DMAs in a certain state against the that state's attribute, the numbers may look a bit off. Keep in mind that DMAs can span two or more states, but primarily keep in mind that these two data types come from different sources. 

Understanding the New Geography Data

Resonate’s Premium Geography Data leverages address-based geographic modeling, refreshed daily, to enable you to:

• Understand where your audiences are at the DMA level
• Build or segment audiences by DMA
• Tailor your messaging, creative, and more by specific geographies

Benefits:

• More Granular and Accurate Geographic Insights
• Build Better Audiences
  • Build audiences down to the DMA level
  • Combine Geography data with Resonate Elements, tag, and behavioral data.
• See more granular Geography Insights
  • View insights down to the DMA level

*The DMA® information is used pursuant to a license from The Nielsen Company. Any use and/or reproduction of these materials without the express written consent of The Nielsen Company, is strictly prohibited. The DMA® information is valid for the period 2022 - 2026.