WHAT IS HOUSEHOLD IP TARGETING?
Match IP addresses to your database list of names and street addresses and showing your display, native or video ads only to those people, across all devices.
HOW DOES HOUSEHOLD IP TARGETING WORK?
You provide us with a list of addresses. That can be any list you have that includes full street address and names (if you have them). For example, the list could be past customers, current customers, a list you purchased or any list you maintain.
We take your list, and match the physical street address of people on your list to their IP (Internet Protocol) address. An IP address is the string of numbers that are assigned to your internet connection by the Internet Service Provider. Now when one of those households on your list goes online, we deliver a targeted ad right to the website they are viewing.
IP addresses are stored on a server, so this technology does not use tracking cookies. Therefore, deleting or blocking cookies does not affect us serving the household ads. Your list can target homes or businesses.
WHAT IS THE TECHNOLOGY BEHIND HOUSEHOLD IP TARGETING?
IP Targeting uses offline and online data to identify specific households. The first step is to detect the latitude and longitude of a specific IP address. Next, that IP address’ behavior is tracked across the web to validate it against related publicly available offline data. Once we are able to link the IP address with its postal address we have a match and can begin targeting that household with online ads.
On average we can match 50% of the household addresses on your list to their IP address. Reasons why we can’t make a match to every address on your list could be that there is not enough traffic data on that household to conclusively make a match to the IP address. Also, not every address you give us will have household internet access. P.O. Boxes and apartment addresses are much harder to match.
WHAT ABOUT DYNAMIC VS. STATIC IP ADDRESSES?
Most household with internet access have a dynamic IP address which means it may or may not change. Typically a dynamic IP address only changes if the router is disconnected for a long period of time. We have found that the average household targeted by us has held the same IP address for 9 months. The beauty of our Household IP targeting system is that it adapts to the changing IP landscape via the ingestion of first party data (it ingests over 1 million first party records a second). When we have enough evidence indicating an IP does in fact represent a household address we can move that pairing into our confidence interval that is at least 95% accurate. When an IP to a household changes, we have records indicating this to be the case, we then remove the pairing from our confidence interval until we have enough instances indicating this new IP represents the household.
ARE THERE PRIVACY CONCERNS WITH HOUSEHOLD IP TARGETING?
Once an address on your list is matched up to their IP address it is assigned a unique privacy ID. No personal info is collected.
WHAT FREQUENCY SHOULD I USE WITH HOUSEHOLD IP TARGETING?
We typically recommend that each household should be targeted 25-50 times a month.
HOW DO I TRACK ROI ON MY HOUSEHOLD IP TARGETING CAMPAIGN?
We encourage our customers to focus less on clicks and more on conversions. A conversion is whatever action you want someone to take after seeing your ad. Additionally, our most compelling return on investment data comes from post-campaign Match-Back Analysis. By comparing the list you have us targeting, to your “sold” list of actual sales, is one of the most effective methods to determine the efficacy of an individual campaign.
HOW IS THIS DIFFERENT FROM OTHER FORMS OF IP TARGETING?
Some digital providers offer what they call IP Targeting, however it is not one-to-one targeting down to individual households. Rather, they use groups of IP addresses to target everyone on a street or a neighborhood. This is actually a form of geo-targeting and not as specific as Household IP Targeting.