"With the growth of investment from advertisers in CTV, comes the expectation for more reliable and trusted methods of targeting and measurement at scale," said Vinod Kashyap, chief product officer, Digital Envoy. "LocID solves a critical but often unspoken challenge facing the ad tech ecosystem by using the geospatial data layer in an innovative way to accurately and consistently target locations in a privacy-centric way for the length of a campaign, despite IP address volatility."
This innovative solution empowers CTV advertisers, DSPs, and publishers - and other participants in the digital advertising ecosystem - to achieve superior audience targeting, which optimises campaign performance and drives meaningful results through the democratisation of data while upholding the highest data privacy standards.
In a typical 30-day period, over 40% of IP addresses are reallocated to new locations, yet ads are still served to outdated addresses, leading to wasted spend and eroded campaign performance and advertiser confidence.
By utilising Hoppr's first-party behavioural data, LocID creates a framework where location-based audience insights ensure geolocation data remains consistent, privacy-compliant, and actionable.
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