Geography. Where you live, where you work, where you play. Your life is dictated by the space that you inhabit. Yet, with the rise of digital marketing, we often neglect geography as nothing more than a targeting mechanism for ads.

Marketing, and by extension Advertising, is created in a vacuum. Yes, companies and agencies will bring in focus groups or have a diverse group of individuals weighting in creating the campaign or initiative, but rarely if ever, are people brought in from a large geographical area. They all come from the same city or town that the marketing/advertising is being created. They all share that lens and will have beliefs and assumptions that are reinforced through this regional outlook. This has been a problem for decades, but it has been exacerbated as digital marketing uses geography as a mechanism to help target ads.