Connecting to the internet through proxies will not allow the accuracy of the device’s IP address. Recent data indicates that approximately 26% of global online users access the internet using a VPN or a proxy server. Decoding the VPN or the proxy servers is a big challenge that marketers need to resolve.

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The increasing amount of internet traffic routed through proxies need to be decoded by marketers to shoot more targeted and personalized marketing messages. Online user’s data made available through the IP exposes their locations and all related contextual information that can be used to design customized campaigns.

Some misconceptions do exist on the contrary, as not all consumers leverage proxies knowingly or use it for evil reasons. Regardless of the reason, the very presence and type of proxy reveal how specific IP traffic is handled and how it adversely impacts online marketing efforts. By not exposing the demographic and other assumptions based on a consumer’s location, proxies ensure that marketers lack the information commonly used to optimize campaigns.

Thus, marketers are now incorporating and embedding the proxy information into their data arsenals to enhance the efficiency and performance of messages and content. Firms are investing in technologies that can decode such proxy data to strategize accordingly. The Digital Data Exhaust survey reveals that 25% of marketers are interested in decoding more proxy data to ensure meaningful engagement with audiences.

IP-based proxy data addresses three major issues, enhancing marketing returns and securing systems:

Fighting Online Fraud

Researches have revealed that almost 28% of website traffic shows strong “non-human” signals. When non-human traffic exists, the chances of online frauds are high. In particular, click fraud―the Pay per Click (PPC) ads to generate fraudulent charges for online advertisers―has pushed to new heights within the industry. Late last year, the two most significant digital ad-fraud operations were unveiled, costing advertisers $36 million. Online fraudsters can produce millions of fraudulent clicks per day using automated tools. Companies utilizing hosted or PPC ads should leverage proxy data to combat such malicious clicking that needlessly assesses charges to the advertisers.

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 Controlling the Wasted Impressions

The Red Crow Marketing reported back in 2015 that consumers were bombarded with somewhere between 4,000-10,000 ads each day. Some skeptics claim these figures are inflated, but considering the rise of digital ad expenditure coupled with the growth of multiple social channels, that number doesn’t sound unreasonable today. That’s a lot of noise, and marketers only have seconds to capture consumer’s attention, so it’s crucial that content is relevant and is delivered to the right target audience at the right time. Marketers need to identify what type of proxy the user is connected through to enables them to bypass online users who try masking their locations and digital personas. This results in targeted campaigns with fewer wasted impressions on people who might not be the right fit for the marketing messages.

Enhancing Analytics and Attribution

Proxies create non-human internet traffic, which significantly throws off any targeted marketing campaign. Proxy information needs to be incorporated into analytics to report invalid ad traffic to ensure that the online marketing campaigns run at their peak efficiency. Mobile Attribution and Marketing Analytics tools need to proactively decode and use proxy data to provide mobile marketers the clarity and confidence to optimize their campaigns. It also significantly improves the overall performance of campaigns by identifying responses from non-humans, uncovering uncertainties around their advertising traffic.

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The internet and the connected world of mobile devices have enabled marketers to reach audiences that were previously unavailable. Conversely, the influx of proxies has made accuracy and targeting those customers a challenging battle for marketers.