Digital Envoy introduces LocID, a stable ID designed to establish a new industry standard and restore trust in digital advertising.

Digital Ambassadora pioneer in IP intelligence and high-quality consent-based location data, announces the launch of LocID, a pioneering geospatial ID that overcomes the problems of IP geolocation fluctuations in digital advertising.

“LocID solves a critical but often unspoken challenge facing the ad tech ecosystem by using an innovative way to leverage a geospatial data layer to accurately and consistently target locations in a privacy-focused manner throughout a campaign, despite fluctuations in IP addresses.”

The impact of IP address fluctuations and the resulting drop in performance creates considerable mistrust among advertisers. In a typical 30-day period, more than 40%* of IP addresses are reallocated to new locations, yet ads are still being served to outdated addresses, resulting in wasted spend and eroding campaign performance and advertiser confidence.

Marketing Technology News: AudiencePoint launches a pioneering audience engagement suite, raising the bar for email marketing

This innovative solution enables CTV advertisers, DSPs and publishers – and other participants in the digital advertising ecosystem – to achieve superior audience targeting that optimizes campaign performance and delivers meaningful results by democratizing data while maintaining the highest privacy standards.

The partnership with Hoppr includes Hoppr’s advanced market intelligence and audience insights, enabling LocID to provide an accurate, single, fixed geospatial ID that is constantly updated, regardless of IP address fluctuations. By leveraging Hoppro’s first-party behavioral data, LocID creates a framework where location-based audience insights ensure that geolocation data remains consistent, privacy-compliant and actionable.

“As advertiser investment in CTV grows, so does the expectation for more reliable and trusted targeting and measurement methods at scale,” said Vinod Kashyap, Product Director, Digital Envoy. “LocID solves a critical but often unspoken challenge facing the ad tech ecosystem by using an innovative way to leverage a geospatial data layer to accurately and consistently target locations in a privacy-focused manner throughout a campaign, despite fluctuations in IP addresses.”

LocID enables publishers to protect and maximize the value of their first-party data by encrypting IP addresses into a privacy-compliant ID that can be bid-streamed. In compliance with GDPR regulations and compliance with IAB frameworks, LocID ensures the use of audience segments in the inventory it was designed to monetize, giving publishers full control over how and when their data is used.

Given the increased scrutiny of IP-based geolocation technology in adtech, LocID supports reduced risk for both advertisers and publishers, as their inventory is only recognizable during their transactions. LocID segments can be further enhanced by enriching them with blended contextual insights that provide a balance of control, accuracy and data privacy across CTV and the broader digital advertising ecosystem.

“Hopr’s partnership with LocID reflects our commitment to delivering solutions to the biggest challenges facing the digital advertising industry – from real-time audience insights to IP volatility and measurement based on first-party data,” commented George Gelavis, Hoppr’s Executive Chairman. “The introduction of LocID will further enhance Hoppr’s ability to ensure audience engagement with accuracy and confidence. The democratization of digital advertising is here and LocID will create a level playing field for all.”

Marketing Technology News: MarTech Interview with Gulab Patil, Founder & CEO @ Lemma

LocID provides industry with:

• Geospatial stability: Maintains targeted household stability over time to reduce unnecessary ad spend and maximize campaign performance in a privacy-focused manner.
• Minimizing data leakage: Secured by a proprietary encryption and decryption solution, LocID obfuscates the IP address and its geolocation in the offer stream to prevent bad actors from using it to fingerprint and re-identify users.
• Simplified campaign operations: It integrates seamlessly into all stages of the campaign lifecycle, from segment generation to campaign delivery.
• Advanced Analysis or Advanced ID Chart: LocID is a stable geo-location identifier of buildings over time, enabling a better overview of the audience.
• Enhanced Data Partnerships: Reduce errors in data partnerships by maintaining consistent geographic targeting at every step of the campaign.