What are market areas and how does geography work?

Market areas are Tap's geographic targeting zones — they represent the coverage areas of media platforms (similar to metro areas). When planning a campaign, you can target by market area, state, city, zip code or broader region. Your business profile includes your default market areas, which the planner uses automatically. You can override this by specifying different geography in your brief. For national campaigns, the planner can search across multiple market areas.