IP address
Definition
The term IP (Internet Protocol) address is a fundamental concept that deserves a precise understanding. An IP address is a unique series of numbers assigned to each device connected to a computer network using the IP protocol, in particular the Internet. It acts as a kind of digital identifier, enabling not only the location of a device on a network, but also the efficient transmission of data. Understanding this concept is essential for media planning professionals, particularly in the optimization of digital advertising campaigns, audience management and data protection.
What is an IP address?
An IP address is made up of several numbers, generally in the form of four groups of digits separated by dots (e.g. 192.168.1.1 for the IPv4 version), or eight groups of hexadecimal characters separated by colons for the IPv6 version (e.g. 2001:0db8:85a3:0000:0000:8a2e:0370:7334). This address is used to uniquely identify each device - computers, smartphones, tablets, servers, routers - on a network.
There are two main types of IP address:
Public IP address: visible on the Internet, it identifies an external network. This address is assigned by an Internet Service Provider (ISP).
Private IP address: used only within a local area network (LAN). These addresses are not visible on the Internet, and enable communication between devices on the same network.
The role of IP addresses in digital advertising
In the context of digital advertising, the IP address plays several strategic roles:
1. Geolocation and marketing targeting
The IP address makes it possible to determine a user's approximate geographical location. This information is invaluable for targeting advertising campaigns by region, country or even city. For example, a company wishing to reach customers in Quebec could direct its ads to Internet users whose IP address indicates a presence in that province.
Geo-targeting helps improve campaign ROI by limiting ad delivery to relevant audiences, reducing wasted impressions on out-of-area users.
2. Analysis and performance measurement
Digital media professionals use IP addresses to analyze user behavior. For example, IP addresses can be used to deduce the number of unique visits to a website, and to identify trends in terms of visitors' geographical origins.
This data is crucial for adjusting and optimizing campaigns in real time, by modifying media placements, creatives or budgets according to the results observed.
3. Advertising fraud prevention
IP addresses are also used to detect fraudulent activity. Fraudsters can generate false clicks or artificial impressions via bots. By analyzing IP addresses, it is possible to spot abnormal behavior, such as an excessive number of clicks coming from the same IP address, or from addresses located in unexpected areas.
Fighting fraud improves the quality of media campaigns and guarantees advertisers that their budgets are being used efficiently.
4. Privacy management and compliance
With the entry into force of personal data protection laws, such as the RGPD in Europe or PIPEDA in Canada, the collection and use of IP addresses must comply with strict rules. Indeed, although IP addresses are often considered personal data, their processing requires users' explicit consent in certain cases.
Media planning must therefore incorporate compliant IP address management practices, in particular by anonymizing IPs where possible, and by properly informing Internet users about how their data will be used.
IP address vs. cookies: differences in advertising tracking
In advertising tracking strategies, the IP address is often compared with other means of data collection, such as cookies. While cookies are small files stored locally on the user's device, the IP address represents the device's network identifier.
The main difference is that :
IP addresses can change frequently, especially on mobile or dynamic Internet connections.
Cookies enable more precise and lasting tracking on a single device, but can be blocked or deleted by the user.
The address