Observed Signal · Feb 27, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Commerce Media Tech Enhances AdTech with IPinfo Partnership
Commerce Media Tech (CMT) announced a strategic data partnership with IPinfo to integrate measurement-driven, accuracy-first IP intelligence into CMT’s next-generation AdTech platform. The collaboration rejects consensus-based geolocation in favor of verifiable signals validated by IPinfo’s ProbeNet measurement network, which performs over 35 billion measurements per week across more than 1,300 global points of presence. CMT, part of Team Internet Group, says the verified IP data will improve location precision, reduce invalid traffic exposure, strengthen trust signals, and support retail-media and cookieless monetization initiatives. IPinfo leaders emphasise that active internet measurement enables auditability and correction, shifting industry alignment toward evidence-based accuracy. The partnership positions CMT to anchor future product development on provable IP accuracy to improve advertiser outcomes and data integrity across the ecosystem.
Improves IP geolocation accuracy and auditability—addressing invalid traffic, regional mistargeting, and data integrity which affect performance and trust across AdTech, retail media, and cookieless monetization.
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Key Takeaways & Evidence Grounding
- Commerce Media Tech (CMT) announced a strategic data partnership with IPinfo.
- IPinfo’s ProbeNet conducts over 35 billion measurements per week across more than 1,300 global points of presence.
- CMT is part of Team Internet Group PLC (mentioned with tickers AIM: TIG; OTCQX: TIGXF).
- The partnership aims to replace consensus-based IP geolocation with measurement-driven, verifiable IP intelligence to improve location accuracy and reduce invalid traffic exposure.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
CTV Must Fix Its Accuracy Problem
An AdExchanger opinion piece argues connected TV (CTV) advertising is prioritizing match rates and scale over true audience accuracy. Citing Truthset research that IP-to-postal matches are accurate only 13% of the time, the article warns many CTV identity graphs misattribute households by treating bid-request IPs (often belonging to ad servers) as household proxies. The author and Truthset CEO Scott McKinley call for structural changes: refresh household-to-IP associations more frequently, require multiple independent signals before matching, limit reliance on bidstream data, and make first-party data the primary source of truth. The piece frames accuracy as foundational to targeting, frequency management, attribution and proving incremental lift in CTV campaigns.
IP-Based CTV Targeting Fails 75% of Time
New research from identity resolution vendor Adstra and indie media agency InterMedia Advertising finds that IP-based connected TV (CTV) targeting is frequently inaccurate. The study reports that only 23% of residential IP addresses reached their intended geographic target and that device-level CTV identifiers were more stable over time (71%) than IP addresses (57%). The authors argue that opaque IP-to-household mapping methods waste media spend and propose a new reliability framework, ID Connection Strength (ICS), which scores identifiers 1–6 across five criteria. ICS has been in testing since January with select brands and agencies and is expected to be more widely available in the third quarter of 2026.
Study: IP-Based Ad Targeting Is Highly Inaccurate
A Truthset study, commissioned by CIMM and Go Addressable, finds IP-based ad targeting is highly unreliable for household and audience advertising. The report reports that IP-to-postal address matches occur only 13% of the time and IP-to-email matches 16% of the time, estimating that only $0.03 of every dollar spent reaches the intended audience. Truthset warns that frequently reassigned IP addresses and divergent data from providers undermine programmatic targeting, leaving open-web and free ad-supported streaming services at a disadvantage compared with deterministic, login-driven walled gardens like Google, Meta and Amazon. The study calls for a move toward deterministic identifiers and improved identity infrastructure for addressable TV and cross-platform measurement.
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