Digital Envoy, a pioneer of IP intelligence and high-quality, consent-based location data, announces the launch of LocID, a groundbreaking geospatial ID that overcomes the challenges of IP address geolocation volatility across digital advertising.
The impact of IP address volatility and the resulting drop in performance creates significant mistrust across advertisers. In a typical 30-day period, over 40%* of IP addresses are reallocated to new locations, yet ads are still served to outdated addresses, leading to wasted spend and eroded campaign performance and advertiser confidence. (*Source: Digital Element proprietary IP Characteristics data)
This innovative solution empowers CTV advertisers, DSPs, and publishers – and other participants in the digital advertising ecosystem – to achieve superior audience targeting, which optimizes campaign performance and drives meaningful results through the democratization of data while upholding the highest data privacy standards.
The partnership with Hoppr incorporates Hoppr’s advanced market intelligence and audience insights data, enabling LocID to deliver an accurate, single, fixed geospatial ID that is consistently updated, regardless of IP address volatility. By utilizing Hoppr’s first-party behavioral data, LocID creates a framework where location-based audience insights ensure geolocation data remains consistent, privacy-compliant, and actionable.
“With the growth of investment from advertisers in CTV, comes the expectation for more reliable and trusted methods of targeting and measurement at scale,” said Vinod Kashyap, Chief Product Officer, Digital Envoy. “LocID solves a critical but often unspoken challenge facing the ad tech ecosystem by using the geospatial data layer in an innovative way to accurately and consistently target locations in a privacy-centric way for the length of a campaign, despite IP address volatility.”
LocID empowers publishers to protect and maximize the value of their first-party data by encrypting IP addresses into a privacy-compliant, biddable ID within the bidstream. Compliant with GDPR regulations and adhering to IAB frameworks, LocID ensures audience segments are used against the inventory they were designed to monetize, granting publishers full control of how and when their data is utilized.
Given the increased scrutiny on IP-based geolocation technology in adtech, LocID supports a reduction in risk for both advertisers and publishers, as their inventory is only recognizable during their transactions. LocID segments can be further enhanced by enriching them with blended contextual insights, delivering a balance of control, precision, and data privacy in the CTV and wider digital advertising ecosystem.
“Hoppr’s partnership with LocID reflects our commitment to deliver solutions to the biggest problems faced by the digital advertising industry – from real audience insights to IP volatility and first-party data-based measurement,” commented George Gelavis, Executive Chair at Hoppr. “The introduction of LocID will further support Hoppr’s ability to deliver audience engagement with both precision and confidence. The democratisation of digital advertising is here and LocID will level the playing field for everyone.”
LocID provides the industry with:
Geospatial Stability: Maintains targeted household stability over time to reduce wasted ad spend and maximize campaign performance in a privacy-centric way.
Data leakage minimization: Secured with proprietary encryption and decryption solutions, LocID obfuscates the IP address and its geolocation in the bid stream to prevent bad actors from using it to fingerprint and reidentify users.
Streamlined Campaign Operations: Integrates seamlessly into all stages of the campaign lifecycle, from segment generation to campaign delivery.
Enhanced Analytics or Advanced ID Graph: LocID is a stable geolocation identifier of buildings over time enabling greater insights about audiences.
Improved Data Partnerships: Reduce errors in data partnerships by maintaining consistent location targeting across every campaign step.
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