Fraudulent activity in the digital advertising industry is a constant concern for marketers and advertisers. One type of fraud that is becoming increasingly prevalent is the use of geo mismatches, which can indicate that the location of the user does not match the location of the IP address from which the ad request originated.
A geo mismatch occurs when the location of the user, as determined by their IP address, does not match the location of the device or browser from which the ad request originated. This can happen for a variety of reasons, including the use of proxy servers, VPNs (Virtual Private Network), and other tools that are commonly used to hide a user’s true location.
Proxy Servers
A proxy server is a type of computer that acts as an intermediary between a user and the internet. When a user connects to the internet through a proxy server, their IP address is replaced with the IP address of the proxy server. This can make it difficult to determine the true location of the user.
VPNs
A VPN (Virtual Private Network) is a type of service that allows a user to connect to the internet through a secure, encrypted connection. When a user connects to the internet through a VPN, their IP address is replaced with the IP address of the VPN server. This can also make it difficult to determine the true location of the user.
Geo mismatches can also occur through browser extensions or mobile apps designed to change a user’s location. These tools can be used to make it appear as though a user is in a different country or region, which can make it difficult to detect fraudulent activity.
The impact of geo mismatches on the digital advertising industry can be significant. Advertisers can lose money on fraudulent clicks and impressions, and marketers can struggle to reach their target audience. This is why it is important for advertisers and marketers to take steps to prevent and detect geo mismatches.
