Here’s the problem - my IP address should not signal reputation. They are fungible, and can change on your carrier’s whim. GEO-IP data is spotty at best. And t

Here’s the problem - my IP address should not signal reputation. They are fungible, and can change on your carrier’s whim. GEO-IP data is spotty at best. And that doesn’t even touch on how IaaS platforms handle IPs. The only thing that should signal my reputation is my identity, and despite the best efforts of the adtech world, you can’t reliably correlate that to an IP address.