ISP-Authenticated IP Targeting: Digital Ad Campaigns that Target Authenticated Audiences

AP’s ISP-authenticated IP targeting solution enables advertisers to serve digital ads with unmatched precision — and it’s proven to drive superior results versus other digital targeting methods.

 

HOW ISP-AUTHENTICATED IP TARGETING WORKS

AP partners with nine of the top 11 ISPs in the U.S. to enable an IP address-based digital advertising product. ISPs assign IP addresses to consumers’ households when they sign up for broadband service. As IP addresses change — which they do often — AP’s technology instantly maps the new IP address to the physical address of that household, enabling the ongoing delivery of targeted digital advertising with the precision of the U.S. Postal system. Once an advertiser provides AP with a CRM list of their target prospects, the postal address-based list is mapped to authenticated IP addresses via AP’s “privacy complier.” The mapping takes place behind the firewall of the ISPs, ensuring the protection of sensitive information for both the advertiser and consumer. From there, AP executes targeted digital ad campaigns leveraging the IP data associated with the target households. To extend reach to all devices, AP’s device graph — which maps the IP address to the device, mobile and cookie IDs associated with the target household — extends the advertising to all devices associated with that household, all anchored in authenticated IP address data.

 

PROVEN RESULTS VERSUS OTHER DIGITAL TARGETING METHODS

AP has conducted numerous head-to-head tests versus cookie and modeled IP targeting methods. Key performance indicators demonstrated that ISP-authenticated IP targeting consistently performed better, as follows:

  • 93.5% higher click-through rates than modeled IP targeting and 55% higher click-through rates than cookies
     
  • 30% longer average time-on-site than modeled IP targeting and 88% longer average time-on-site than cookies
     
  • 3.5% lower bounce rate than modeled IP targeting and a 10.5% lower bounce rate than cookies