Standard IP Targeting Fails to Reach Geographic Targets Three Out of Four Times

By Kendra Barnett · Adweek · 2026-07-15

Adweek reports that the common industry practice of using IP addresses for connected television targeting is yielding poor results for advertisers. New research conducted by Adstra and InterMedia Advertising indicates that only 23% of residential IP addresses successfully hit the

Adweek reports that the common industry practice of using IP addresses for connected television targeting is yielding poor results for advertisers. New research conducted by Adstra and InterMedia Advertising indicates that only 23% of residential IP addresses successfully hit the