IP Targeting definition
IP stands for Internet Protocol, and generally, it's just a unique set of digits that are assigned to the particular device connected to the Internet Network.
There are two types of IPs: IPv4 and IPv6. Currently, only IPv4 addresses can be used for filtering in advertising.
That's why we're going to cover only IPv4 type in this article.
And here's the standard example of IPv4 address: 22.214.171.124
So, you can see that it is just a bunch of numbers divided by dots. This format is considered a standard, and we need to take it into account before proceeding further with ip address targeting advertising.
What is IP address targeting and how is it used
In the modern world, there are hundreds of thousands of ways to target your audience. In some cases, you may require narrow geo-targeting related to some specific city; in another, you may want to reach more full slices of the audience using only Country-level settings. However, if your marketing campaign is working only for some particular ZIPs, companies, or Internet Providers, ip targeting advertising will be just a perfect option for yours.
So, let's clarify, IP-Targeting Ads (of IP-filtering) are the type of targeting that enables you to set a specific list of IP-addresses, ranges, subnet masks, or ISP keywords ( Internet Service Providers).
In other words, your ads will be showing only for people who are using the internet from IP addresses you'll enumerate.
How does it work, and what are the IP-targeting tools?
You don't need any special software of tool to "do" IP targeting. Despite its supposed complexity, there are not a lot of problems with this setting if you decided to configure everything by yourself.
All that you need is described in these easy steps:
- Determine what format of IP targeting you want to use.
- Prepare the list of addresses, ranges, subnets or ISPs
- Choose an advertising platform that supports this kind of targeting.
- Paste the list of your IPs to the appropriate field in the interface of your DSP.
- Check with the manager of DSP if they have a sufficient amount of traffic for your configuration.
- Launch your campaign.
NOTE: Although the CPM of IP-based ads is usually higher than the default, your campaign's end-budget will not be high. You can be calm about IP-targeting cost because such settings are narrowing your audience in the most accurate manner, and the budget-outcome will rarely exceed your expectations.
Setting up a targeting by IP addresses/ranges/subnets/ISPs in the Traforama interface.
Let's walk you through the whole process of setting up this type of advertising using Traforama.
Here's the list of supported formats:
- Exact IP-address.
- Human-readable IP-ranges.
- IP-subnet masks.
- ISP keywords.
So, we see that Traforama supports all common types of IP-based advertising, and we'll look at them closer individually.
1. Specific IP-address
To enable this option, just prepare the inventory of IP-addresses and paste them into the "IP Range" field. Please note that it can only be one record per line, as shown in the picture.
2. IP ranges
Basically, it is another interpretation of IP-addresses that allow you to list them in "bulk mode". So, in this case, instead of manually listing all addresses from 126.96.36.199 to 188.8.131.52, you'd be glad to mark up an IP-range using a hyphen. And just like before: only one range for one line. See the picture.
3. Subnet Mask is a segment of a larger network. It is needed to divide the usual IP-address into a network address and address of a host.
In case you eager to use the Subnet Mask feature, feel free to use the same "IP Range" field listing one Subnet Mask per line. Look at the example below.
4. ISP targeting (Internet Service Providers)
The last option in addition to previously-described household IP targeting ones.
There is an ability to set specific keywords for different ISPs where you'd like to advertise. To enable the function, you need to pay attention if you're going to set only one ISP keyword or several.
- In case when you want to add only one ISP feel free to add your keyword to the "ISP (Internet Provider)" field, and that's it. Take a look at the picture given below.
- When you want to list several Internet Providers, just add the keywords divided by comms using the same field. You can look at the example at the screenshot.
You're ready to go!