{"id":19572,"date":"2023-11-01T13:04:09","date_gmt":"2023-11-01T13:04:09","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/ip-addresses-may-not-be-the-post-cookie-data-solution-adtech-wanted\/"},"modified":"2023-11-01T13:04:12","modified_gmt":"2023-11-01T13:04:12","slug":"ip-addresses-may-not-be-the-post-cookie-data-solution-adtech-wanted","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=19572","title":{"rendered":"IP addresses may not be the post-cookie data solution adtech wanted"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Beep. Beep. Beeeeeep. That\u2019s the sound of the IP address as an identifier on life support.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">In mid-October, Google announced that it planned to begin experimenting with a feature that cloaks users\u2019 IP addresses within its Chrome browser, following in the footsteps of Apple, which in 2021 began hiding user IP addresses in Safari and Mail by default.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The feature is called IP Protection (formerly Gnatcatcher, which sounds cooler, tbh), and it will limit IP tracking by third parties. IP addresses, a unique series of digits that identify a particular device online, can, over time, create a \u201cpersistent user profile and track a user\u2019s activity across the web, which represents a threat to their privacy,\u201d Google engineers previously explained in a note posted to GitHub.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The tech will be opt-in for US users to start, will roll out in phases, and will be available as a core feature within Chrome. Google spokesperson Scott Westover confirmed the company\u2019s intent to experiment but told Marketing Brew that the company didn\u2019t have any more details to share.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">If the proposal is adopted, it would mean that two of the largest web browsers will be limiting a signal that\u2019s frequently been used by adtech companies to target advertisements, cap ad frequency, and even detect ad fraud. Chrome is the most popular web browser in the US, with a 46% market share, while Apple\u2019s Safari owns 43% of the market, according to Similarweb.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Since IP Protection will only block third-party access to start, publishers will still have access to users\u2019 IP addresses, and will still be able to use that data to understand their readers and viewers. However, their programmatic partners could lose that access, depending on how Google rolls out the feature, which could be \u201cextremely disruptive\u201d for the adtech companies that create identifiers or target households based on IP addresses, Mike O\u2019Sullivan, the founder of Sincera, said.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-6c5f8bb2-1 ejIYkL\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-630f0a6f-12 klywaN inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-630f0a6f-12 djCKmk inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cThis will completely blow [that strategy] out of the water,\u201d he said.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The crackdown on IP address tracking also comes ahead of Google\u2019s plan to kill off third-party cookies in the second half of next year. As it stands today, IP addresses are less useful than third-party cookies, but in a world without cookies, some in the industry view them as the next best thing. \u201cIf cookies go away, more and more programmatic advertising companies will start relying on IP addresses more heavily,\u201d Paul Bannister, the chief strategy officer at the publishing tech company Rapture, told Marketing Brew.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">If they\u2019re both gone, \u201cyou\u2019re basically going to have to replumb all of programmatic overnight,\u201d Andrew Casale, president and CEO of the SSP Index Exchange, said. \u201cIt\u2019s a gargantuan task, [and] it\u2019s going to amount to a significant amount of work.\u201d<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Beyond retooling programmatic exchanges, less data could mean less investment in the space, which could spell more trouble for the industry.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cWhen addressability diminishes, when signal diminishes, less advertisers bid on media,\u201d Casale explained. \u201cWhen less advertisers bid, prices drop.\u201d<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Not that there\u2019s a need for alarm. Those potential price drops didn\u2019t materialize after Safari began hiding users\u2019 IP addresses, Bannister said, and in fact, the change had \u201cno material impact on monetization.\u201d<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">What is clear, though, is that Google and Apple\u2019s moves could mean that the IP address is not the viable post-cookie alternative some thought it might be.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cIt\u2019s all like a cat-and-mouse game, and they\u2019re trying to shut as many of the mouse holes as they can before the mice get out,\u201d Bannister said.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/11\/01\/ip-addresses-may-not-be-the-post-cookie-data-solution-adtech-wanted?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Beep. Beep. Beeeeeep. That\u2019s the sound of the IP address as an identifier on life support. In mid-October, Google announced that it planned to begin experimenting with a feature that cloaks users\u2019 IP addresses within its Chrome browser, following in the footsteps of Apple, which in 2021 began hiding user IP addresses in Safari and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":19573,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-19572","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>IP addresses may not be the post-cookie data solution adtech wanted | Brandiary<\/title>\n<meta name=\"description\" content=\"Beep. Beep. Beeeeeep. 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