December 15, 2023 / News

Digiday: Why the CTV Ad Industry Still Needs to Wean Itself off the IP Address

Companies need to reduce their reliance on the IP address as a tracking mechanism. Not only are companies like Apple and Google limiting the collection of people’s IP addresses, but the categorization of the IP address as personal information by some privacy laws and the potential for children to be included in that tracking makes the IP address a serious risk. Despite these concerns, the IP address is still pretty widely available in the CTV ad market. Recently, at the Digiday Programmatic Summit, Media Director Erin Mullaney shared that there hasn’t been a significant impact on IP addresses being passed in the programmatic bidstream. She notes that many of the bids for demand-side platforms don’t include cookies and IP addresses are still there.

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