Implementing the Prebid Geolocation Module: Practical Guidance for Publishers
With privacy tightening and demand for precise targeting growing, publishers face the challenge of balancing compliance with maximizing ad revenue. Accurate geolocation data can dramatically boost ad relevance and yield, but relying on IP-based targeting simply isn’t enough today. Prebid’s Geolocation module unlocks device-level location—when users grant permission—offering a privacy-respectful way for publishers to enhance programmatic monetization.
This article explains how Prebid’s Geolocation module works, how to implement it correctly, and what to watch for in practice. Whether you run ad operations or manage technical setup, you’ll learn what geolocation unlocks for your bidders—and the right steps for using it in a consent-compliant, scalable way.
How the Prebid Geolocation Module Works
The Geolocation module in Prebid.js taps into the browser’s native Geolocation API to access the user’s exact latitude and longitude, provided the user grants the necessary permissions. This data is then offered to bidders during the auction process, replacing less accurate, IP-derived location information with true device data.
Consent Flow and Permission Handling
When a user visits your site, the Geolocation module triggers a browser-native permission prompt. If your site uses a Consent Management Platform (CMP), the module additionally respects existing geolocation-related preferences from user consent data. Only users who opt-in will have their precise location shared, helping align revenue goals with modern privacy laws.
Where Is the Data Used?
The geolocation data is set in the OpenRTB (ortb2) bid request that Prebid.js passes downstream. For publishers, high-value location-based deals (think geofencing, local promotions, city-specific CPMs) are unlocked by reliable coordinates. This data is critical for advertisers running campaigns dependent on precise geotargeting.
Integrating the Geolocation Module with Prebid.js
Getting started with the Geolocation module means including it in your Prebid.js build and properly configuring Prebid to request and utilize the data. Sloppy integration can block auctions or fail to respect user permissions—it’s worth being methodical here.
Building and Loading the Module
Add the Geolocation RTD module to your Prebid.js custom package using your build tool. For Gulp users, add ‘geolocationRtdProvider.js’ in the modules list during the build process. Omitting this step means the feature is simply unavailable.
Prebid.js Configuration Example
Configure the module using the realTimeData dataProviders object. Make sure these configurations are present:
– name: Set to ‘geolocation’.
– waitForIt: Set to true (forces Prebid to pause bidding until location data is fetched or denied).
– params.requestPermission: Set to true (ensures browser permission dialog is triggered).
Here’s what that would look like in code:
pbjs.setConfig({ realTimeData: { dataProviders: [{ name: ‘geolocation’, waitForIt: true, params: { requestPermission: true } }] }});
Check your config matches these requirements, or bidders may not receive geodata at all.
How Geolocation Data Flows to Bidders
Properly implemented, the module puts geolocation coordinates into the OpenRTB (ortb2Fragments.global.device.geo) structure for every auction request. This allows compatible adapters and bid partners to directly use this data for targeting, reporting, and deal executions.
Data Access Patterns for Bid Adapters
Geolocation appears in the global device.geo object:
{
lat:
lon:
lastfix:
type: 1
}
Adapters can use this structure either by reading it directly, merging with ortb2Fragments, or via the ortbConverter library. This flexibility means minimal disruption for most modern Prebid bid adapters.
Common Pitfalls and Best Practices
Despite its power, the Geolocation module can trip up even seasoned ad ops teams. Some issues stem from misconfigured parameters, while others are connected to user experience or privacy compliance.
Pitfall: Not Handling Permissions Gracefully
Bidders may time out or skip auctions if the location permission prompt is slow or if users ignore it. Always use ‘waitForIt: true’, but monitor for auction latency impact—especially on mobile.
Pitfall: Incomplete Consent Management Integration
If your CMP doesn’t coordinate well with Prebid, you may inadvertently violate user preferences or privacy laws. Always validate end-to-end consent flows in your staging environment.
Pitfall: Overreliance on Geolocation
Some publishers configure everything to rely on location, causing fallback failures when users deny permission. Always ensure your setup works seamlessly whether or not geodata is returned.
What this means for publishers
Deploying Prebid’s Geolocation module offers a direct path to higher CPMs for location-dependent demand, but also adds technical and operational complexity. Managing user prompts, integrating tightly with your CMP, and anticipating denied permissions is essential. Done correctly, you gain a compliant, future-proof way to unlock hyperlocal deals and data-driven segmentation, but it requires attention to detail and regular QA.
Practical takeaway
For ad ops and technical teams, the Geolocation module is best treated as a high-value, opt-in enhancement—not a basic requirement. Audit your Prebid bundle, config, and user experience before migrating live traffic. Test all possible user flows (allowed, denied, ignored), and confirm that your bidders receive precise location only when allowed, with proper fallback when not.
Keep your CMP in sync with Prebid, and educate your commercial teams on the real revenue impact of location-based features. Make location-powered deals a targeted strategy—supported by consent and robust QA—not a default for all visitors. Prioritize a seamless opt-in flow and scalable troubleshooting to avoid bugs that could slow down or hurt your auctions.
