IPinfo Launches Places, Bringing Venue-Level Context to IP Address Data

IPinfo, the internet data company, announced the launch of IPinfo Places, a new dataset that maps public Wi-Fi traffic to the venues they serve. This building-level geolocation creates a new way for advertising technology companies to build location-based targeting directly from IP addresses.

IPinfo Places creates a new targeting layer from existing bid-stream data.

Instead of resolving an IP only to a city or country, adtech platforms can identify when traffic originates from an airport, hotel, stadium, conference center, retail location, or other mapped venue. That creates a new targeting layer from existing bid-stream data, giving platforms the foundation to build point-of-interest, venue-category, and event-based advertising products.

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More Context From an Existing Data Source

At launch, IPinfo Places covers approximately 2.7 million venue IP addresses across 236 countries and 57 venue categories. That gives adtech platforms another layer of context for targeting and valuing inventory, while helping them account for the unusual traffic patterns created when hundreds or thousands of devices share a venue IP.

“An IP address has always carried valuable geographic and network context, but public Wi-Fi data makes that context more granular than ever,” said Ben Dowling, Co-CEO and founder of IPinfo. “At an airport or stadium, thousands of devices can sit behind the same IP. Places gives adtech platforms information to recognize that environment and make more informed decisions using a signal that is already present in the bid request.”

Froyoo, a data management platform serving DSPs, SSPs and other DMPs, was among the early adopters of IPinfo Places. The company enriches billions of bid requests a day, with Places currently adding venue context to approximately 7% of its daily active users. Froyoo uses venue name and category to build more targeted inventory and support campaigns tied to activity at specific locations. Inventory enriched with this additional location context can carry up to 3x the value of generic inventory.

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Venue Context Across the Ad Stack

Venues can now become targetable inventory. Adtech platforms can build segments around airports, hotels, stadiums, conference centers, retail locations, and coffee shops, or develop premium offers around individual venues and events.

Platforms can package those impressions differently, build new POI products for advertisers, and create premium inventory from traffic that previously carried only broad geographic context.

This enhanced Places data also helps adtech platforms account for the shared nature of public Wi-Fi. Many advertising workflows assume an IP address roughly represents a household or small group of devices. At an airport, stadium, or conference center, a single address may instead represent traffic from thousands of devices.

Identifying those IPs gives platforms a way to adjust their decisioning. Frequency-capping logic can avoid treating an entire venue as one user, while reach measurement can account for many devices sharing an address. Attribution models can avoid unreliable joins involving shared venue IPs, and traffic-quality systems can distinguish legitimate bursts of activity at busy venues from traffic patterns that might otherwise resemble automated activity.

Built for Existing AdTech Pipelines

IPinfo Places introduces a new way to build location-based targeting from the IP address already moving through the bid stream, independent of collecting another identifier or adding another signal to the request. That gives platforms a new foundation for POI targeting, premium venue inventory, and event-based advertising while using existing infrastructure.

Available fields include is_place, venue name and category, SSID, and building-level coordinates, with additional fields available for selected use cases.

Places is available through the IPinfo API and database downloads for high-volume local decisioning. It’s included in all paid customer offerings, with level of venue detail varying by plan, and OEM licensing by request.

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