Google is now utilizing a geographical targeting option for Adwords. This includes 11 countries and plans for more along with Canadian postal code targeting. In the U.S. market, this will affect urban areas as they will no longer be targeted. Designated marketing area (DMA) targeting is the new goal, and Nielsen media markets will be designated.
If advertisers use both online and television, they will be able to reach the same people by targeting the same DMA on both.
Despite the changes, Google expects advertisers to experience few problems.