Accurate identity resolution is critical for addressable TV advertising and cross-platform measurement. Given today’s fragmented media landscape, the growing instability of IP addresses as identifiers for viewers is too big to ignore.
In this new report, commissioned jointly by CIMM and Go Addressable, Truthset benchmarked nearly one billion IP records from six major data providers against an accurate database of IP address to household assignments provided by two leading (ISPs) and one leading Multichannel Video Programming Distributor (MVPD). The results are clear: IP addresses cannot accurately be used to identify and serve ads to the consumer or household as the primary method to target and measure.
The findings further validate that greater transparency and stronger standards are the essential next step to unlocking scalable, accurate addressable advertising. It’s our intent that this study sets the stage for industry-wide improvements and reinforces why advertisers and agencies should be using more deterministic identifiers.