Why IP Targeting Has Never Been More Relevant

A lot of money has been invested in slicing, dicing, and tying data to IP addresses to give rich profiles of online users at a very granular level, such as the sub-postal code, and in many cases ZIP-plus-4. IP targeting is certainly not down to a household level, as that defeats the privacy-sensitive nature of these solutions. Plus, IP addresses and internet infrastructure are not really made for that type of targeting. It’s not something that can be done.

But you can get much deeper profiles of behavior once you know that type of granularity around a user. If a business traveler is at a point of interest, for example at a hotel, he or she will have different interests than a residential online user. That involves building context around users―a very valuable evolution in IP targeting.

Understanding the Proxies That Can Undermine Location Data

For marketers, the ability to deploy technology that identifies and bypasses online users who may be masking their locations and digital traits yields improvement in the form of targeted campaigns and fewer wasted impressions.

Using Geotargeting to Follow the Consumer from Desktop to Aisle

The choice of a location-based solution should depend on what message marketers want to convey to whom and when, along with how much consumer contact and engagement they want. As consumers continue to demand the ability to shop on their own terms and the local shopping experience becomes even more entrenched in the buying psyche, retailers will need a three-pronged digital strategy with a strong geotargeting component to be competitive…

All Geotargeting Methods Are Not Created Equal

The social-mobile-local movement will most certainly drive even stronger interest in and use of geotargeting. But with all the options available, what factors dictate when marketers should use one method over another? It depends on what message they want to convey to whom and when, along with how much contact and engagement they want with the consumer…