DMA is Designated Market Area. The DMA report segregates the United States into marketing areas. Internet Service Providers (ISPs) in each market area supply the American Registry of Internet Names (ARIN) with the IP addresses they use. Omniture partners with Digital Envoy to receive geo segmentation data that matches the IP address a website visitor has with the geographic city, state, zip code, and DMA for that IP address.

« Back to Glossary Index