#ip-matching

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#data-accuracy #ctv-identity #adtech #addressable-tv #ad-targeting
Marketing tech
fromDigiday
2 weeks ago

Future of TV Briefing: CTV identity matches are usually wrong

IP address-based identity matching for connected-TV ad targeting is highly unreliable, with error rates often exceeding 80% for IP-to-email and IP-to-mailing-address matches.
Marketing tech
fromAdExchanger
3 months ago

IP Address Match Rates Are a Joke - And It's No Laughing Matter | AdExchanger

IP-to-email matches average about 16% accuracy and IP-to-postal about 13%, making IP-based targeting and measurement unreliable for advertisers.
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