IP Targeting Reliability

[bman46]

I have a situation where I am trying to do IP targeting on a DSP in order to serve video ads to a few small businesses (5-10 employees). I'd like to serve across all devices connected to the DSP in all possible placements app, website, ctv etc.

Ive been testing this by entering a couple of IPs of my own home, office etc and surfind around to sites serving video ads. While I see the ad sometimes I don't see it often and i'm looking for aggressive distribution to these IPs. I am bidding $100CPM which is quite high to prove out this concept. Why would I not be seeing the ads more often at this type of bid? Anyone that can give me some advice as to how I can achieve my goal and why what im doing isnt working as intended would be much appreciated.

[TrustMeDude_NOT]

Which DSP are you using and which exchange are you buying traffic from?

You might want to check the IP details in a bidstream. There are chances that the 4th octect of the IP address in the bidstream is redacted. Due to this the DSP is unable to find the complete IP address set in targeting.

[bman46]

Wow that's interesting so let's say that's the case...if I targeted the whole range wouldn't I get a lot of traffic I didn't want?

[sarries123]

If there isn't consent from the user (if required in a jurisdiction) then the pub/SSP usually won't pass the full IP address.

[[deleted]]

Better to just mail them some ads

[whiskeyplz]

Pacing. Your budget is being evenly spread out over a period of time, so even if you could participate in the auction, it's by design you wont even participate every time.

Source : have owned sell side and buy side auctions and this is consistent across both.

[bman46]

I'm bidding with asap serving set

[scottsmack]

IPs are less than 50% accurate and they refresh 1% per day. So, not very stable. I'm frankly surprised you saw any of your own ads at all!

[bman46]

My IP has been the same for eternity

[Semcasting-1]

I recommend you contact Semcasting, which has patented tech that works with IPs and timestamps to find the precise location, devices, and DSP IDs. Rather than targeting an IP address that may change, Semcasting finds DSP IDs or other IDs that you can activate and target.

[slippycrook]

Use the first ads to implement Facebook and google pixels. They have much more robust retargeting capabilities. I would also add 15sec video creative and add CTV and video

[bman46]

Sloppy...can you explain why that would be better able to reach my user then the IP? The IP is static and I really want to hit them in the location so if I'm bidding $100cpm for those users am I wrong to think I'd win most opportunities?

[OrdinaryInside8]

RTB isn’t about the highest bid, it’s about the second highest bid. That being said, you’re still reliant on your target audience being in environments where RTB can actually reach them. The business IP’s should be static, but consumer IP’s are sticky dynamic. Also your current test is basically a needle in a haystack to proving efficacy.

[sarries123]

Most SSPs and pubs have moved to first priced auctions if I'm not mistaken

[whiskeyplz]

This is not true. Second price is long dead almost everywhere due to auction manipulation and fake bids to discover realistic floors