What You Need To Know About IP Targeting For Marketing


In the marketing world, the use of the internet to specifically target individual customers has become something of a holy grail. One of the most popular methods for accomplishing this is IP targeting. This approach utilizes IP addresses, unique numbers that identify individual internet connections while they're in use, to identify a particular visitor to a website or user of an app. It's important, however, to appreciate both the strengths and the weaknesses of IP targeting.


Most IP addresses give a pretty good idea of where in the world a unique user is located. It's not close to GPS-level targeting, but there's a pretty good chance that you can narrow down a person's location as close as the nearest major city. This makes IP targeting generally more effective than, for example, targeting customers based on television DMAs.

Non-Static IPs

One downside is that not all users consistently end up using the same IP address for each internet session. Most internet routers that aren't set up with static IPs, however, do not pick up a new IP address until they're turned off and back on. That means a user is likely to have the same IP address for days or even months, even if they don't have a static IP.

Regardless of whether they're assigned a new IP address or not, the address will still be assigned by a regional server from their internet service provider, so the geotargeting value remains the same. Also, there is a large number of users who are assigned static IPs, and that can make targeted marketing aimed at them much easier to do.

User Profiles

There are also plenty of ways to tie a static IP to a larger user profile. Companies can utilize methods ranging from browser cookies to social media trackers to construct a user profile. When someone on the internet does change IP addresses, their user profile can be employed to identify them as they pop up on a new IP. This makes the process of keeping tabs on non-static IP users simpler and more effective.

Building Campaigns

IP targeting should fit into a larger marketing campaign design. A political campaign, for example, is only going to want to target web advertising to people who can actually vote for a candidate. By using this type of marketing, they can ensure ads aren't displayed outside the district or state they're aiming for.


29 September 2018

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