Adtech glossary
DMA in one paragraph
A DMA (designated market area) is a geographic region defined by Nielsen where the population receives the same local television and radio offerings — for example, the "Dallas–Ft. Worth" market. Advertisers use DMAs to plan and buy media by metro area; the United States is divided into 210 DMAs.
DMAs remain the standard geography for TV planning, but streaming advertising can go far finer — down to ZIP codes or a radius — so a DMA is now the ceiling, not the floor, of geographic precision.
Local businesses usually need only a slice of a DMA; paying for the whole market is exactly the waste that ZIP-level streaming targeting eliminates.
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