A Guide to Understanding How IP Data Helps Marketers

IP stands for “Internet protocol,” which is a set of rules that govern the format of all data that’s sent via the Internet.

An IP address is the unique address that identifies an Internet-connected device, be it a computer, mobile phone, connected TV or smart refrigerator. Without it, the Internet wouldn’t be able to tell one device from another, and data would be misdirected.

IP addresses can be used to identify an incredible amount of really useful information to marketers, security teams, data analysts, and other stakeholders, including:

• Geolocation data (country, city, zip/postal code)
• Longitude/latitude
• Proxy data (e.g. masked IP data that can be used by fraudsters)
• Home usage vs. business usage
• Company name

And much more.

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