BidRequest.device.geo

Geo

Location, either as coordinates or as administrative codes, with a field saying where the data came from.

Fields

Field	Type	Level	Description
type	integer	recommended	Source of the location data.
accuracy	integer	recommended	Accuracy in metres, for GPS-derived locations.
lat	float	optional	Latitude, -90.0 to +90.0.
lon	float	optional	Longitude, -180.0 to +180.0.
country	string	optional	Country code, ISO-3166-1-alpha-3.
region	string	optional	Region code, ISO-3166-2.
city	string	optional	City, using UN/LOCODE.
zip	string	optional	Postal or ZIP code.
metro	string	optional	Metro or DMA code.

Example

{
  "lat": 40.7128,
  "lon": -74.0060,
  "type": 1,
  "accuracy": 50,
  "country": "USA",
  "region": "NY",
  "city": "New York"
}

What matters in practice

The type field is the one that matters and the one most often ignored. It distinguishes a GPS fix from an IP-derived guess, and those are not comparable: IP geolocation is reliable at country level, roughly right at region level, and frequently wrong at city level — particularly on mobile carriers, where an IP can resolve to a gateway hundreds of kilometres from the user. A city-level targeting rule built on IP-derived geo is buying a much fuzzier audience than the report suggests. Note also that country is the three-letter code, not the two-letter one most systems use elsewhere.

Related objects

Field names, types and requirement levels from the IAB Tech Lab OpenRTB 2.6 specification (2.6-202211), verified 30 July 2026. The practice notes are not spec text.