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If the lawyers were smart, they wouldn't use geo fencing--they'd use IP Targeting instead. IP Targeting allows you to target an IP address that's been matched t
by bhartzer 8y ago
If the lawyers were smart, they wouldn't use geo fencing--they'd use IP Targeting instead. IP Targeting allows you to target an IP address that's been matched to a physical street address. All they have to do is set up IP Targeting and target the hospital's network. Anyone who uses the hospital wifi would see the lawyer's ads.
- eli 8y agoWhich ad networks let you target by IP?
- bhartzer 8y agoBeen using El Toro (el toro dot com) for years now, they have a really good system for matching IPs with physical street addresses. So you can give them a list of addresses and they'll tell you which of them they have IPs for. They then run it through a lot of ad networks.
- soared 8y agoMost exchanges/dsps let you target, the tougher thing is finding a good company to match an address or pii to an ip. (liveramp does it I know)
- bhartzer 8y agoEl Toro is the best at matching IP with physical address.
- prklmn 8y agoLawyers aren't actually doing any of the tech/marketing work themselves, it's all farmed out.
- bhartzer 8y agoI agree, it's their ad agencies/SEM agencies who are using geo fencing, which isn't ideal. If the marketing agency was more advanced, they'd be using IP Targeting instead. Have used IP Targeting to target conferences/events and several hotels around the conference and it worked really well.
- smileysteve 8y agoOnly if you connect to the hospitals wifi, to be contrary, a marketer may want to exclude the hospital network from that geo fence so that they do not target doctors/nurses/admins.
- propogandist 8y agoAn IP only targeting strategy limits the amount of people a lawyer may target to those who are on the hospital wifi, which will be a smaller audience. There's also a higher risk that the people on the hospital wifi and IP-range work at the hospital. While it will be good for known IP ranges to be used for targeting, it should be an additional tactic, not the only one. Geo-targeted ad-buys within an area where there may be higher concentration of hospitals, layered on with additional targeting parameters, will be the optimal setup.