diff --git a/dfp.module b/dfp.module
index 55acbfa..1e96a4f 100755
--- a/dfp.module
+++ b/dfp.module
@@ -554,15 +554,15 @@ function dfp_format_targeting($targeting, $tag = '') {
     $target['target'] = '"' . check_plain($target['target']) . '"';
     $target['value'] = dfp_token_replace(check_plain($target['value']), $tag, array('sanitize' => TRUE, 'clear' => TRUE));
 
+    // Allow other modules to alter the target.
+    drupal_alter('dfp_target', $target);
+
     // The target value could be blank if tokens are used. If so, removed it.
     if (empty($target['value'])) {
       unset($targeting[$key]);
       continue;
     }
 
-    // Allow other modules to alter the target.
-    drupal_alter('dfp_target', $target);
-
     // Convert the values into an array and trim the whitespace from each value.
     $values = explode(',', $target['value']);
     $values = array_map('trim', $values);