IP addresses are commonly used as an identifier in the CTV space for targeting and measurement, but time is the enemy when it comes to working with IP signals says Vinod Kashyap, Chief Product Officer at LocID. IP addresses are frequently changed by internet providers, meaning they’re unstable over a longer period of time. For example, if two companies match their audience segments to IP addresses but those IP addresses are taken from different months, those addresses likely won’t relate to the same locations.
In this interview, Kashyap discusses why time is the enemy when it comes to working with IP addresses, and how LocID helps marketers work around this instability. Filmed at TV Rise 2025 in Lisbon.
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