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Overview
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IP Attribution
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enhances attribution capabilities in Connected TV (CTV) environments
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and helps resolve issues in desktop
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and app environments as
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third-party cookies become less reliable in many browsers and iOS devices remove the ability to attribute
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using IDFA.
IP Attribution is available as an additional attribution method in both Report Builder and as a new log type
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called Attributed IP
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Conversions. This
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method
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can be
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used alongside
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existing attribution methods, where the User ID
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(Cookie/MAID)
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serves as the conversion identifier.
Use Case
IP Attribution
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allows users to report conversions based on
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their buying activity in the following
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scenarios:
- Reporting conversions when a user views in-app impressions and later converts in a browser.
- Reporting conversions at the household
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- level.
- Reporting cross-device conversions
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- .
These use cases are made possible by using
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IP addresses, which can provide a consistent signal across multiple devices. For example, if a user watches an ad on a Connected TV device and
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later makes a purchase on their mobile device,
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the conversion
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can be tied to the impression
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on the CTV
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by using the public IP address
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, provided both devices are
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connected to the same network
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.
How it Works
Attribution Logic
Similar to
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the legacy
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attribution
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model,
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Buyer Cloud uses a combination of last-click and last-view attribution
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and
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adheres to the view windows configured
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during Event Tag
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setup. IP attribution is based on IPv6 matches when
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available, with a fallback to IPv4 when IPv6 is not present.
A conversion attributed
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via IP can also
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be attributed through legacy
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methods. If both User ID
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and IP address
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are present, a single conversion event
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may be reported twice—once under the Standard User ID Conversion, and once as an IP Conversion. To prevent duplicate reporting, these two metrics should not be aggregated.
An event created in the UI
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is automatically enabled for both legacy attribution methods and IP Attribution. The event can be
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counted through both
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mechanisms if it qualifies.
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However, the view
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and click
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windows cannot be adjusted independently
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for each method.
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Reporting
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Reporting shows the following three metrics in all reports that contain the IP conversion data
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:
- IP Conversions
- IP Conversion Value
- IP Conversion Orders
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| Info |
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Manage permissions |
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for these metrics using the |
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Conversion Data |
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role field group. |
Logs
A
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log type called Attributed IP Conversions allows users to receive a logically separate set of conversions that were attributed using IP Addresses. See
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FAQs
Q. Did anything change about the old attribution?
A. No, we can and do continue to support Cookie/MAID-based attribution as well as the frameworks for SKAD and Postbacks.
Q. What delays should users expect for the delivery of this log file?
A. The same delay as the standard Attributed Conversion logs, which is approximately 8 hours.
Q. Can I set fallback logic to use one ID and then attempt to attribute on a second type?
A. We currently do not support this but are potentially considering it for the future.
Q. Does IP Attribution work in GDPR/CCPA environments where we might have a truncated IP?
A. If an exchange sends a truncated IP, we do not consider it as eligible for attribution. If we truncate internally, we can attribute using a hash of the IP address.
Q. Does the line item whitelisting feature work for IP Attribution?
A. Yes, this feature works the same way as before and a whitelisted line item automatically considers both the old and new attribution methodologies.
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more information about enabling these logs.