Challenges Of Using IP Address For Audience Identification, Measurement

IP addresses are crucial for today's audience targeting, yet recent research casts some doubt on how accurate that information really is. A new study from Go Addressable, CIMM and Truthset – The Challenges of Using IP Address for Audience Identification and Measurement – indicates that just 21% of audience linkage to connected TVs are on-target.

Some of the key takeaways:

• On average, IP-to-postal code linkages are accurate just 13% of the time, while IP-to-email linkages are only slightly better, at 16%.
• Even more interesting – nearly two-thirds of data providers studied were less than 10% accurate.
• IP-to-postal accuracy varied from state to state, between 5% and 17%, and states that have population centers close to other state borders tended to be less accurate.
• There are also three times more IP-to-postal linkages than their should be based on the actual U.S. population.

All of this means just 3 cents out of every dollar spent on targeted advertising reaches its intended audience. Learn more about the challenges around audience identification. Download the new report from CIMM, Truthset and Go Addressable today.