What is IPv6?
IPv6 addresses are the next generation of IP addresses. The number of IP addresses available in the previous generation of IP addresses (IPv4) was limited and are now completely used up. A new format had to be instituted in order to increase the number of IP addresses and IPv6 provides an almost limitless number of them.
How will IPv6 Impact Ad Serving?
Many ad servers and advertisers do not support IPv6 addresses yet. There are not a lot of these new addresses currently being utilized, but their use is starting to increase. Since many ad servers and advertisers do not currently support them, ad requests originating from these types of addresses may not be accepted and filled which impacts a publisher’s fill rate and revenue.
The IP address is used by many ad servers and advertisers to identify a mobile user’s location if GPS latitude and longitude are not provided. The IP address is also used to identify and block suspicious or potentially fraudulent traffic. If the ad server does not support IPv6 addresses then they run the risk of incorrectly targeting a user or providing fraudulent traffic.
Another benefit of IPv6 addresses is that since they are almost limitless, they will remove the need for private addresses distributed by Network Address Translators (NAT). NATs can be used to distribute private addresses to devices on the same network, such as a home printer or laptop and tablet on a local network. There is a latency cost in translating these private addresses into the correct public IP and since there are so many more IPv6 addresses all of these devices on a network now will be able to have their own public address so private addresses within a network will no longer be needed. As a result, the network speed will be faster without the need to translate these private addresses. In addition the new IPv6 addresses can better facilitate the transfer of large files and it also has some privacy and security measures built into which will help speed up requests. This improved network speed can improve the distribution and loading of ads.
Lastly, since each device will now be able to have their own IP address, using the IP address for tracking purposes may become easier and more accurate. Potentially, the IP address could replace tracking users via a cookie, but that remains to be seen since some of the OS providers (Android, iOS, etc.) may take steps to prevent the IP address from being used as an unique identifier. The downside could be that it may become harder to do cross device matching since multiple devices may no longer share the same IP address as often.
Aerserv fully supports both IPv4 and IPv6 addresses and is working with all of its partners to provide them with the proper IP address they support (IPv4 and IPv6) in order to maximize fill rate and revenue for their publishers and to provide the highest quality of inventory to its advertisers.