Overview

IP targeting is the practice of delivering digital advertisements to devices connected to specific IP addresses. This article covers why IP targeting is unique, how to upload an address list for IP targeting, and the differences between business-to-consumer (B2C) and business-to-business (B2B) IP targeting.

How IP Targeting Is Unique

Traditional targeting methods rely on cookie-based technologies that identify potential targets, often based on inaccurate or bad data caused by bot traffic. By targeting specific IPs, we are able to deliver ads much more accurately to the target audience.

At a 95% confidence level, we match an IP address to a physical address using geolocation and visitation data, enabling 1:1 marketing. This allows us to segment these audiences and deliver more relevant, hyper-personalized messages. We can also identify channel preferences and deliver digital advertisements, video, targeted television, programmatic audio, and direct mail to your high-value customers and prospects.

How to Upload an Address List for IP Targeting

If you have an address list that you would like to use for IP targeting, follow the steps below.

Step 1: Ensure you have the standardized columns required for our system: Address 1 & ZIP code (5-digit).

Step 2: Once you are in the El Toro Portal, locate and click on “Create” on the left-hand side under Audiences.

Step 3: From there, select “IP Targeting,” then either B2C or B2B.

Step 4: Either drag and drop the file or upload the address list.

Step 5: Ensure the correct columns are selected. As a reminder, the required columns are Address 1 and ZIP code.

Business-to-Business (B2B) Targeting vs. Business-to-Consumer (B2C) Targeting

IP targeting can be used to target households or businesses. For Business-to-Consumer (B2C) Targeting, you can upload a CRM address list in the Portal. This list should include only individual consumer addresses. This product type requires a minimum of 500 matched targets. B2C targeting also allows for Matchback Analysis reports.

Example: A cellphone provider targeting previous phone buyers in order to increase sales on the latest accessory.

Similarly, for Business-to-Business (B2B) Targeting, you can upload a list of business addresses in the Portal. For B2B there is no minimum matched target requirement. We do not, however, perform MatchBack Analysis reports for B2B initiatives.

Example: A sporting equipment rental company targeting newly established sports complexes in order to rent out sporting goods.

Best Practices

• Ensure that your data is complete and does not contain information gaps like partial street addresses or blank cells.

• Format ZIP codes as a 5-digit code, not ZIP + 4.

• For ZIP 5s that start with 0, please include the 0 so that all ZIPs in the .csv file have 5 digits.

• Avoid commas or special characters.

• Make sure that each data point is in separate a column, each with its own column header.

FAQs

• Q: What format does an IP targeting list need to be uploaded in?

  • A: Any list uploaded to the portal must be a .csv file.

• Q: Can you perform a MatchBack Analysis for IP Targeting?

  • A: We can perform a MatchBack Analysis for B2C IP Targeting.

• Q: Does our 500-matched target minimums apply to IP Targeting?

  • A: It applies to B2C IP Targeting but not to B2B IP Targeting.

Need Help?

To request support, follow the steps in the article below or contact us at support@eltoro.com and we’ll be happy to help.
Support Requests and Knowledge Base – El Toro Support Center