13. The non-transitory machine-readable medium of claim 12 , wherein, for a particular feature in the one or more features, at least one granular location in the set of granular locations associated with the particular feature is partially covered by the particular feature.
12. A non-transitory machine-readable medium comprising instructions stored therein, which when executed by a machine, cause the machine to perform operations comprising: identifying location keywords for each of a plurality of granular locations; determining a feature size for grouping the plurality of granular locations over an area of interest; determining geo data for each of one or more features; forming a set of granular locations for each of the one or more features using corresponding determined geo data, each set of granular locations being from among the plurality of granular locations and being associated with a corresponding one of the one or more features, wherein, for each feature in the one or more features, the forming is based on a threshold percentage of coverage of the plurality of granular locations by the feature; generating a keyword mapping for each of the one or more features based at least in part on a set of location keywords from the identified location keywords, wherein the set of location keywords is associated with a corresponding set of granular locations; receiving an indication of a geographic location that is proximate to a user or is of interest to the user; determining a first one of the one or more features that includes the geographic location; and selecting content for delivery to the user using a corresponding keyword mapping for the determined first one of the one or more features, wherein the corresponding keyword mapping for the determined first one of the one or more features is formed from a corresponding set of location keywords associated with the determined first one of the one or more features.