use case: ad targeting
IP geolocation for ad targeting and bid filtering
Filter geo-eligible bid requests, suppress out-of-region impressions, and reconcile DSP geo flags using independent IP location data.
Use IP geolocation in ad targeting to filter incoming bid requests against geo-eligible campaigns, to suppress out-of-region impressions during budget pacing, and to reconcile the geo flags reported by an SSP or DSP with an independent dataset. OpenRTB carries an IP and a country code on each request, but the codes can disagree between vendors and between IP-based and device-GPS signals. Paste a sample IP from your bidder logs to compare the visible country, region, ASN, and hosting flag with what the exchange reported. Use the comparison to tune geo rules, evidence chargebacks for invalid traffic, and detect spoofed geo claims.
Statistics as of .
Source: https://www.iab.com/guidelines/iab-tech-lab-content-taxonomy/ (accessed 2026-05-06)
Network tool FAQ
Why does my SSP geo disagree with an IP geolocation library?
SSPs often blend IP location with device GPS, app store country, and operator-reported subdivision. An IP-only library will sometimes disagree with the blended signal. The IP signal is best for invalid-traffic detection and reconciliation, not always for primary targeting.
Can IP geolocation hit DMA-level precision in the US?
Most commercial GeoIP datasets publish a DMA field with 75-90% accuracy on US IPv4. For political and broadcast advertising, pair it with consented zip code data when possible.
How should I treat hosting/datacenter IPs in a bid filter?
Treat them as IVT (invalid traffic) by default for display and video, per IAB/MRC guidance. They are common for bots, scraping, and ad-fraud farms.