![]() “Say you fly to Denver for 24 hours and your device is registered as having visited the city – for the next three months all you see are real estate ads for obscure Denver neighborhoods,” said Ana Milicevic, principal and co-founder of digital consultancy Sparrow Advisers. These signals can be relayed by a publisher into the bidstream.īut although IP addresses are commonly used as a location-based targeting mechanism, the practice is simplistic, “naive and fraught with problems,” said Bosko Milekic, CTO and co-founder of data connectivity platform Optable.īeyond the privacy concerns – IP addresses are a standard part of a request in the header along with a user agent string, which means that there’s no method for users to opt in or out – targeting based on IP can be extremely inefficient. One of the two main ways IP is used for advertising purposes is to approximate the location of a device or group of devices and to target based off that signal.Ī company like Neustar that has a large database of IP addresses can help DSPs and other ad serving technology providers do a reverse lookup to figure out the geo associated with an IP so that it can be used to target by city, state or ZIP. “If you’re using an IP address in a device graph or to help fingerprint a user, you should know that at some point the ID will likely change or was never accurate to begin with.” “IP addresses can be valuable to identify users, but you can’t use it the same way you would a deterministic ID,” Desai said. That’s why B2B marketers often see success with account-based marketing campaigns that target a specific company’s IP address or group of IPs, while campaigns that are IP-targeted at consumers can be hit or miss.īy the same token, corporate VPNs can screw up targeting, because it might appear as if someone’s traffic is coming from New York City, when she’s working out of a home office in suburban Philadelphia. ![]() ![]() Most consumers, however, have dynamic IP addresses that cycle and refresh over time, usually when the router is rebooted. ![]() Static IP addresses are generally used by businesses and stay the same over time, a bit like a phone number or a physical address. Internet service providers allocate IP addresses to their customers, which comes in two forms: static and dynamic. Daily News Roundup Disney Touts Its Clean Room Chops Old Hollywood Can’t Work New Media ![]()
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