"According to a new report, IP-to-email matches are accurate about 16% of the time on average, while IP-to-postal matches are accurate only 13% of the time. Not great news for advertisers, who rely on these linkages to connect billions in digital ad spend with real consumers and measure the results. Data validation provider Truthset conducted the study on behalf of the Coalition for Innovative Media Measurement (CIMM) and Go Addressable,"
"'Sold a pup'? An IP address is a unique numerical identifier assigned to a device's connection on the internet. Advertisers use IP addresses for targeting and measurement by associating online behaviors and ad delivery with specific households or business locations. In connected TV advertising, IP addresses are especially important because they link devices within the same household so marketers can target and measure ads across multiple devices sharing the same IP. Too bad they're so unreliable."
A study found IP-to-email matches average roughly 16% accuracy and IP-to-postal matches about 13% accuracy. Truthset ran the analysis for the Coalition for Innovative Media Measurement (CIMM) and Go Addressable, representing major addressable TV firms. Advertisers commonly map IP addresses to households and business locations to target and measure ads, and connected TV uses IPs to link multiple devices in a household. The low match rates threaten the reliability of deterministic targeting and measurement, raising concerns that advertisers may be misled and that walled gardens with better deterministic data could capture audiences and ad spend.
Read at AdExchanger
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