This study measures the linkages between Internet Protocol (IP) addresses to households and individual email addresses, revealing that IP addresses are not always reliable as a stable identifier for digital targeting and measurement. Key findings include that IP-to-postal linkages are accurate, on average, only 13% of the time, while IP-to-email linkages are only accurate, on average, 16% of the time.
Commissioned jointly by the CIMM and Go Addressable and conducted by Trusthset, the study benchmarks nearly one billion IP records from six major data providers against an accurate database of IP address to household assignments provided by two leading Internet Service Providers (ISPs) and one leading Multichannel Video Programming Distributor (MVPD).
