What is IP-targeted advertising?

It's the most precise idea in digital advertising — serve ads to one specific household, no cookies, no lookalikes. Whether it works comes down to a single number most vendors won't show you: how often the IP they bought actually belongs to the house you want.

The short answer: IP-targeted advertising matches a physical street address to that household's IP address and serves display, streaming TV, video and native ads only to devices on that connection. Its effectiveness hinges on match accuracy: third-party IP data averages roughly 13% household accuracy (4–18% across six major providers, per a CIMM/Go Addressable/FreeWheel benchmark analyzed by Truthset, Nov 2025), while deterministic ISP-sourced matching — the method behind Reworked.ai's Home Ads — reaches as much as 95%.

• ~13% — avg. household accuracy, third-party IP data
• 4–18% — the range across six major providers
• ~95% — deterministic, ISP-sourced matching
• 0 — cookies or lookalike audiences involved

How it works

1. Start from an address list — real street addresses, as well as homeowner names, you chose (for roofers: homes scored as needing work).
2. Resolve address → household IP — the critical step, done either by modeling third-party data or deterministically with the ISP.
3. Serve inside that household — ads run on the devices behind that connection: streaming TV, phones, laptops, tablets.
4. Cap and measure — frequency-capped per household, measured per campaign.

The accuracy problem nobody advertises

The 2025 CIMM / Go Addressable / FreeWheel benchmark — roughly a billion IP records tested against ISP ground truth, analysis by Truthset — found third-party IP-to-household data averaged about 13% accuracy, ranging 4–18% across six major providers. Read that again: on average, nearly 9 of 10 “targeted” impressions can land on the wrong household while being billed as precision.

Deterministic matching skips the guessing — the address is resolved with the ISP that actually serves the home, which is how Home Ads validates ~95% accuracy on your list before a dollar is spent.

IP targeting vs the alternatives

• vs. cookies — cookies follow browsers; IP targeting follows the household. No consent-popup decay, no cross-device gaps.
• vs. lookalike audiences — lookalikes target people who may resemble buyers; IP targeting hits the exact homes you named.
• vs. geofencing — a geofence is a shape on a map that catches whoever wanders through; an IP match is one address, one household.

Frequently asked questions

Is IP-targeted advertising accurate?

Only as accurate as the match. Third-party IP data averages ~13% household accuracy (4–18% across major providers, per CIMM/Truthset 2025). Deterministic ISP-sourced matching reaches ~95% — always ask a vendor which method they use and whether they validate before spend.

Is it privacy-compliant?

IP targeting uses no third-party cookies and no cross-site behavioral tracking; it serves ads to a household connection, similar in kind to addressable TV. Reputable providers operate within US advertising and privacy frameworks.

What ad formats can it serve?

Display banners, streaming/connected TV, online video and native placements — in Home Ads, one brand kit auto-renders across all four surfaces.

Why does this matter specifically for roofers?

Roofers using demand data already know the exact homes worth reaching — an audience of specific addresses. IP targeting is the only digital channel that spends exclusively on those homes, which is why it pairs so naturally with qualified direct mail.

Keep reading

• Home Ads — ~95% household-level ad targeting
• PPC vs Direct Mail — Auction the 1% or own the 99%
• Direct Mail Sequence — Letter + aerial postcard, 3–5% response
• Retail Opportunities — AI-scored homes at $1.79 each

Stop chasing the 1%. Start owning the 99%. Find real roofs in your market today — $1.79 each, no contract, no subscription, powered by EagleView aerial imagery. See household-level ads in action