Targeting: Demographics and Geography

Strategies control who sees your ads and where. Demographics narrow your audience by household characteristics; Geography controls the locations where your ads deliver.

Demographics

The Demographics section has four categories, each shown as a row of chips:

• Age — 18-24, 25-34, 35-44, 45-54, 55-64, 65+
• Gender — Male, Female
• Estimated household income — ranges from $0–$30k up to $150k+
• Language — English Speaking, Spanish Speaking

New strategies start with everything selected, which means no restrictions — your ads can reach any household. Click a chip to remove that group from your targeting; click it again to add it back. Each category must keep at least one option selected.

When a category is unrestricted, you'll see a summary like "No age restrictions." When you've narrowed it, the summary shows what's excluded — for example, "2 age ranges excluded."

Tip: Only narrow demographics when you have a clear reason to. Every exclusion shrinks your reachable audience, which you can watch update live in the Strategy Estimate panel.

If your campaign objective is Retargeting, the Demographics section is replaced by retargeting audiences — you're targeting people who already visited your site rather than demographic groups. See Audiences: Web Audiences and Custom Audiences.

Geography

The Geography section has two search fields:

• Included — locations where your ads will deliver.
• Excluded — locations to carve out of your included areas.

You can search by four location types:

• State
• Metro — a metropolitan viewing area (sometimes called a DMA). This could include multiple cities or counties. For example, Los Angeles County and Orange County would be included in the "Los Angeles" metro area.
• City
• ZIP code

Start typing and matching locations appear with their type — for example, "Austin • City." Click Add to include one; the dropdown stays open so you can add several in a row. To remove a location, click it in the search results again or remove its chip.

A location can't be both included and excluded — once it's on one side, it won't appear in the other side's search.

Each field shows how many locations it holds next to its label — for example, "Included · 313." Every location is listed as a chip; once there are more than five rows of them, scroll within the list to see the rest.

Adding ZIP codes and metros in bulk

If you have a list of ZIP codes or metro (DMA) codes, you don't need to search for them one at a time. Click Add in Bulk at the top of the Geography section, then paste your list into the ZIP and DMA codes box:

• A ZIP code is 5 digits. A DMA code is the 3-digit number for a metro, such as 501 for New York.
• Separate codes with commas or line breaks. You can mix ZIP codes and DMA codes in one list.
• You can add up to 5,000 codes at a time. For a longer list, add it in parts.

Click Include to add the locations to Included, or Exclude to add them to Excluded. A location that's already on that side is skipped, and a location that's on the other side moves to the side you chose.

If Bronco doesn't recognize some of the codes, the rest are still added. The codes that weren't recognized stay in the box so you can fix them and add again, or close the window to skip them. A code isn't recognized when it isn't a 5-digit ZIP code or a 3-digit DMA code, or when it isn't a location Bronco can target. If your ZIP codes came from a spreadsheet, check for ones that lost a leading zero — 02139 often becomes 2139.

If you leave both fields empty, the strategy has no geographic restriction. A common pattern is to include a broad area (a state or metro) and exclude the pockets you don't want (specific cities or ZIP codes).

Delivery hours follow your locations

Ads are delivered in the local timezone of the locations you target — so a "Primetime" delivery window means primetime in each targeted location. See Delivery Time Slots and Frequency Capping.