Navah Hopkins shared that Google tests IP address targeting for more precise advertising.
Here’s what you need to know:
- IP Targeting Overview: It allows advertisers to target users based on their IP addresses, offering more granular control over where ads are shown.
- Privacy Concerns: IP targeting is seen as less private, especially with the rise of VPN usage (66% of global users), which masks true user locations.
- Localized Content Challenge: VPNs make localized content tricky, as users might appear to be in different regions.
- Double Masking Technology: Google could use double masking (originally planned for cookie phasing) to balance privacy and targeting precision.
Privacy vs. Precision: While this could improve ad accuracy, it may raise privacy concerns and face challenges regarding Google’s monopoly and data regulations.
