Blacklisting IP addresses is not a solution

Share this content:
Internet protocol (IP) address blacklisting is not a solid solution for click fraud, according to new research by Anchor Intelligence.

"It's a very complex problem," Ken Miller, CEO and co-founder of Anchor Intelligence, said during a meeting with DMNews at SES San Jose. And blacklisting an IP address is not a good solution for it, he said.

The research was based on a three week study that took place during the month of July. According to the results, about one out of four users "were tied to two or more distinct IP addresses, or were from a single IP address that was tied to multiple users."

IP addresses can be compromised by programs like botnets without the user's knowledge, the company said. As a result, blacklisting these IP addresses could result in missed search marketing opportunities.

"A blanket list doesn't help the problem," Miller said.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above