A company, however, does not have to divulge proprietary derivative information if it would reveal corporate or trade secrets. Under the GDPR, a user has the right to request all information about them tied to IP addresses and other personal identifiable information. They can know how many people saw and clicked on an ad, but not who saw the ad or clicked on the ad. Advertisers can’t download a list of all the people they showed an ad to. In this scenario, your IP address remains completely anonymous. Then, even after you’ve left the festival, you would still get ads relevant to that event. For example, if you attend a music festival and use the free public WiFi, advertisers may show you ads relevant to you (maybe for an artist’s album release or a music streaming service subscription). One common IP-targeting advertising tactic involves targeting a large event. But it is growing in popularity, as more users opt to block ads and cookies when they browse the internet. IP-targeting, as it is called in digital marketing, is far less frequent than traditional cookie-based targeting for advertisements. Of course, advertisers are often using anonymous IP address data to serve you ads. Let’s say the bank’s IT team regularly sees a user visit their online banking account from Louisville, Kentucky, then suddenly sees a visit originating from an IP address in Russia this unusual activity might activate red flags that prompt a deeper investigation to help them identify potential fraud. This might signal a hacking attempt, if it seems out of the ordinary. ![]() Consider banks, for example: Day in and day out, banks may generally ignore the IP addresses of site visitors or mobile app users––until an unusual IP address appears in the server logs, one that’s located in an unusual, dangerous, or distant place. Why? Because IP addresses are often used by back-end web developers to identify malicious site visits, helping them identify hacking attempts so they can blacklist threatening sites to protect the website’s data and traffic, making it safer for anyone visiting and using those websites––including you.įraud protection efforts typically rely on IP addresses in this way. Most websites capture IP addresses from visitors, and that’s not necessarily a bad thing. Still, it’s important to note this is not the case for home IP addresses, nor is it the case for individuals at businesses. And in the case of a business IP address, you can typically match it with a business name and street address. Its location is typically available, down to the city level. With an understanding of what IP addresses are, now you may wonder: What information is being exposed by an IP address? By itself, an IP address does not expose very much. These could theoretically change at any time, but typically don’t unless you upgrade your home router or change your own ISP. Most home users would have “sticky” public ip addresses. These do not change (unless you change providers). Most businesses would have “static” public ip addresses assigned by their service providers. ![]() Businesses and homes both have these public addresses that work, in a sense, just like phone numbers. On the Internet, IP addresses identify networks of computers (or specific computers in a network) connected to the internet. It works much like a phone number in that you have a two-way connection, with both ends having unique “numbers”. ![]() How are companies using your IP address?įirst: What is an IP address? It’s a unique numeric identifier that every device connected to the Internet must have.We thought we’d clear up some confusion stemming from a few common questions about IP addresses: Within GDPR, the EU includes IP addresses as “Personal Identifiable Information” potentially subject to privacy laws. The term “IP address” (or “Internet Protocol address”) has entered recent conversations surrounding online privacy, as the European Union’s General Data Protection Regulation (GDPR) laws have taken effect.
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