The Core Challenge: Volatile IP Addresses and Identity Fragmentation
In an era where precision targeting and data privacy are paramount, the advertising industry grapples with the growing instability of IP-based geotargeting. IP addresses, long a cornerstone of geotargeting, are inherently volatile, frequently changing as users switch networks or internet providers. This volatility disrupts campaign accuracy, misaligns target audiences, and wastes valuable advertising spend on ineffective impressions. Compounding this challenge, advertisers relying on device-based identifiers face increasingly stringent privacy regulations that limit access to user-level data. Together, these issues—data instability and the need for privacy compliance—underscore the demand for a more reliable and adaptable approach.
Introducing LocID – A Fixed Geospatial Identifier
LocID replaces unreliable IP addresses with a stable, privacy-focused geospatial identifier that represents physical locations. Serving as a universal ID, it enables advertisers to anchor their strategies to genuine audience insights, independent of the service provider, device owner, or viewer’s changing location. Unlike IP addresses, LocID remains consistent over time, allowing advertisers to reliably target the same audience despite network changes. This empowers advertisers, DSPs, and publishers to build a strong foundation for campaign planning, enhance their ID graphs, and ultimately drive greater campaign success.
Key Use Cases for LocID
LocID’s impact extends across the entire campaign lifecycle, supporting a variety of critical use cases:
- Keep CTV Campaigns In-Market: IP volatility can cause campaigns to target audiences outside of intended markets, wasting ad spend. LocID’s stable identifier ensures consistent geotargeting throughout the campaign lifecycle, preserving advertising budgets and improving ROI.
- Eliminate Data Inaccuracies Across Data Partnerships: As data moves across multiple partners in a campaign, inaccuracies and misalignments often arise. LocID ensures a consistent geospatial reference across all data transfers, eliminating discrepancies and enhancing collaboration.
- Ensure Segment Stability Over Time: Traditional IP-based targeting often requires advertisers to expire audience segments arbitrarily to account for IP changes. LocID’s consistent identifier allows advertisers to maintain and retarget high-performing audience segments over time without the risk of data loss.
- Audience Attribution: Advanced TV faces unique attribution challenges due to its view-only nature. LocID enables advertisers to link impressions to conversions by using a fixed geospatial identifier, providing a clear path for audience attribution and ROI measurement.
- ID Graph Stabilization: Identity graphs rely on linking user activity across multiple devices. LocID’s stable identifier ensures cross-device relationships remain intact even when IP addresses change, reducing data fragmentation and improving the accuracy of ID graphs.
- Measurement: Traditional Advanced TV measurement relies on probabilistic methods and panel-based sampling, which are prone to noise and inaccuracy. LocID provides a stable denominator for measurement, reducing inconsistencies and improving tracking accuracy across devices and platforms.
- Protect First-Party Data: Publishers risk data leakage when sharing first-party audience data linked to IP addresses. LocID provides a secure mechanism for publishers to share audience segments while maintaining control over their data, preventing advertisers from retargeting these audiences on other platforms.
Ready to Take Control of Your Advertising Strategy?
LocID isn’t just another identifier—it’s a paradigm shift. By offering geospatial stability, cross-platform compatibility, and privacy-first architecture, LocID addresses the most pressing issues facing advertisers today. Whether it’s stabilizing Advanced TV campaigns, enabling better attribution, or strengthening first-party data strategies, LocID gives advertisers the edge they’ve been searching for.
Don’t let volatile IPs, privacy concerns, and unstable identity graphs stand in the way of success. With LocID, advertisers regain control, improve targeting, and protect their data assets. It’s time to future-proof your advertising strategy with the most innovative identifier in the industry. To learn more about how LocID can help transform your campaigns, visit here. campaigns today.