A geofence is a virtual perimeter — typically a circle or polygon — drawn around a physical location for advertising targeting or attribution purposes. The two main applications are: targeting (ads served only to devices physically inside the geofence) and attribution (counting devices that entered the geofence after being exposed to a specific ad campaign).
For Highfloor's flights, geofencing matters most for attribution. A typical cannabis dispensary geofence runs at a five-mile radius around each retail location; the foot-traffic measurement layer then counts devices that visited the dispensary after exposure to the bar TV flight, against a control group of unexposed devices. The lift number is the difference, expressed as a percentage over the trailing twelve-week baseline.
Geofencing is also used for programmatic targeting on cannabis and restaurant flights — display impressions served only to devices physically present inside a defined geographic area, often timed to dayparts when the audience is most likely to convert. Highfloor's programmatic layer uses geofencing as one of the primary targeting parameters for verticals where geographic precision drives outcomes.