Selecting a content item from a set for presentation to a user based on locations associated with the content items and a location associated with the user

A method comprising:

• receiving, at an online system, a content unit including targeting criteria and identifying a set of content items each associated with a physical location and including content based on the physical location;
• identifying a user of the online system having of characteristics satisfying at least a threshold number of the targeting criteria included in the content unit;
• selecting content from the content unit for presentation to the user;
• obtaining one or more characteristics associated with the user by the online system;
• selecting a content item of the set of content items identified by the content unit based on the one or more characteristics associated with the user by the online system;
• and
• communicating the selected content item of the set of content items to a client device for presentation to the user.

A computer program product comprising a computer readable storage medium having instructions encoded thereon that, when executed by a processor, cause the processor to:

• receive, at an online system, a content unit including targeting criteria and identifying a set of content items each associated with a physical location and including content based on the physical location;
• identify a user of the online system having of characteristics satisfying at least a threshold number of the targeting criteria included in the content unit;
• select content from the content unit for presentation to the user;
• obtain one or more characteristics associated with the user by the online system;
• select a content item of the set of content items identified by the content unit based on the one or more characteristics associated with the user by the online system;
• and
• communicate the selected content item of the set of content items to a client device for presentation to the user.