Google is currently experimenting with a novel method of employing IP proxies to bolster user privacy. This initiative, sparked by Anu Adegbola's investigative work, is now gaining attention as it could significantly alter our internet interactions while addressing privacy concerns.
Understanding the basics
Firstly, let's clarify some key terms involved in this development:
- Internet Protocol (IP) Addresses: Unique numbers assigned to each device connected to the internet facilitate the retrieval and sending of information online.
- Click Fraud Protection: Security measures that block harmful IP addresses, such as bots, from misusing ads or websites.
- Location targeting is an advertising strategy that allows ads to be shown based on a user's location—whether they reside, visit, or show interest in that area.
- Exclusions: This feature enables advertisers to specify where they do not want their ads to appear, which can be based on location, user behaviour, or specific site placements.
Google aims to use a series of two proxy IP addresses to disguise a user's actual IP address. Here's how it works:
- You perform a Google search, which initially uses your real IP address.
- This IP is then converted to a proxy IP that requests the search results.
- When you click on a result, this proxy IP connects to the site, which only sees the information from a second proxy IP, keeping your actual IP hidden.
This approach also introduces the use of ‘cohorts' based on geographical locations to manage data, though this may not always be perfectly accurate. For instance, a large city like Boston might be grouped with larger state areas, potentially diluting precise targeting capabilities.
The move towards proxy IP usage is a double-edged sword. While it greatly enhances privacy by preventing companies from identifying or tracking users based on their IP addresses, it also complicates targeted advertising. Businesses accustomed to specific geographical advertising may find it challenging to reach their desired audience with the same precision.
Larger location cohorts may force advertisers to target broader areas, which is not ideal in low-search or low-population regions. Additionally, the masking of IP addresses could hinder efforts to block click fraud effectively, as both Google and the websites would not see the user's original IP address.
How can you prepare?
As this system is still in development, staying informed and adaptable is crucial. Here are a few steps you can take:
- Review your exclusions: Ensure you understand and correctly configure your targeted exclusions to prevent wastage of advertising budgets.
- Communicate with customers: Inform your users about these changes and the potential limitations they might introduce to your service.
- Stay updated: Follow Google's updates and provide feedback where possible, especially after the expected announcements at Google Marketing Live.
While the implementation of proxy IPs by Google is a promising step towards enhancing privacy, it also presents challenges, particularly in location targeting and fraud protection. As these changes evolve, staying informed and flexible will be key to navigating the new landscape effectively.
