Fortifying Digital Defenses: Revolutionizing Account Security with IP Intelligence to Combat Account Takeover

Account takeover (ATO) refers to the unauthorized access and control of user accounts by malicious actors.

Such breaches pose significant risks to individuals, organizations, and their sensitive data. These breaches lead to financial losses, reputational damage, and privacy violation. Given the evolving sophistication of cyber threats, traditional security measures alone may not suffice to detect and prevent ATO incidents effectively.

As cyber threats become more sophisticated, security measures need effective rules in place to outmaneuver the bad actor without causing user friction. Leveraging advanced tools that incorporate contextual data, especially IP address data, becomes imperative in leveling-up account security measures and thwarting nefarious activity.

The Growing Threat of Account Takeover (ATO)

  • In October 2023, three major online services had a flawed implementation of the Open Authorization (OAuth) standard that left millions of users vulnerable for account takeovers on dozens of websites. For users, account takeovers could create life-changing devastation such as credential theft and financial fraud.
  • With the rise of AI, bad actors have more tools at their fingertips to take over a user’s account. As AI technology progresses, it can create a convincing mimicry of a person’s voice, photo, and even their writing style. These AI “deep fakes” could lead to higher rates of 401(K) account takeover fraud, according to the National Association of Plan Advisors.
  • In September 2022, TechRepublic shared a report citing SEON data that almost 25% of people in the US had been victims of ATOs and the average value of financial losses was $12,000.

The Critical Role of IP Intelligence in ATO Mitigation

  1. Contextual Understanding
    IP address intelligence data offers crucial contextual understanding by providing insights into the geographical origins of login attempts.

    This context enables security teams to differentiate between legitimate users and potential threats, facilitating more accurate detection and mitigation of ATO incidents.
  2. Real-Time Monitoring
    Platform providers that incorporate IP address intelligence as a contextual dataset enable real-time monitoring of login activities, allowing security teams to promptly identify suspicious behavior indicative of ATO attempts.

    Continuous analysis of IP addresses associated with login activities alerts security teams to anomalies so that they can address them with a curated list of customer-specific traffic trends, minimizing risk of successful ATO attempts.
  3. Enhanced Threat Detection
    IP address intelligence data enhances threat detection capabilities by enabling the indicators of compromise (IOCs) associated with ATO attacks. For example, monitoring unusual sign-in attempts—people’s habits are predictable—they usually sign in from the same locations and times during the week.

    Security professionals can effectively detect compromised accounts by odd sign-in times and from unusual geographies, such as a country where an organization doesn’t have an office or do business.

    IP address characteristics also allow for the detection of common ways attackers obfuscate their activities to evade detection, such as the use of VPNs or proxys, botnets, high-risk IP addresses, and IP address location instability. Organizations that integrate IP address contextual data into threat detection algorithms can bolster their defenses against ATO attempts and mitigate risks effectively.
  4. Adaptive Security Measures
    Leveraging IP address Intelligence data allows for the implementation of adaptive security measures that respond dynamically to emerging threats. Security systems that equip their threat intelligence feeds with continuous IP address contextual data can adapt their defenses in real-time, thereby staying ahead of evolving ATO tactics and techniques.

    This adaptive approach enhances the resilience of account security measures and minimizes the likelihood of successful ATO incidents.
  5. Comprehensive Risk Assessment
    Integrating IP address contextual data into a risk assessment framework enables organizations to conduct more comprehensive evaluations of ATO risks.

    When organizations have insights into factors such as VPN usage, botnet activity, and IP address location stability, they can assign risk scores to login attempts based on their likelihood of being associated with ATO incidents.

    This contextual data enables security teams to prioritize response efforts and allocate resources effectively, thereby enhancing overall account security risk assessment.

Partnering with Digital Element for Superior ATO Defense

Digital Element, the authoritative source of IP intelligence data, offers insights that will enhance your organization’s security measures to detect and mitigate account takeover incidents through valuable contextual information associated with IP addresses.

Digital Element revolutionizes fraud detection with our IP address intelligence, offering sophisticated geographic-based insights.

By analyzing sign-in locations, we empower security teams to identify potential fraud through the lens of geographic origin with precision. Additionally, our comprehensive insights into VPN and proxy IP usage equip cybersecurity professionals with crucial contextual data.

This information is pivotal for uncovering and thwarting malicious actors’ efforts to disguise their fraudulent activities. We’re committed to collaborating closely with your data science and development teams, tailoring our best practices to meet your specific Account Takeover (ATO) mitigation requirements.

Interested in enhancing your security measures? Reach out to us to learn more and to have a free assessment specific to your ATO mitigation needs.

Beyond Geolocation: The Time Factor in IP Address Stability

Back in the late 90s when beanie babies, boy bands and the Macerana were winding down, e-commerce was heating up. As more and more people took their spending online, companies went to work, looking for new ways to understand as much as they could about their geographically dispersed audience.

To do that, they started examining how IP addresses could answer the burning question “Where is my audience coming from?”

Concurrently, Digital Element’s plaid flannel-clad founders saw the need for greater tools to understand web traffic and founded the company to do just that.

In the nearly 25 years since, the company has earned over 50 patents related to the advancement of IP intelligence, and has helped organizations worldwide drive greater business intelligence from IP addresses.

In the vein of continued advancement, our R&D team has been busy mining IP address data to define the new set of criteria upon which we can deliver the next generation of IP intelligence. Over the past three years, we have devoted a variety of resources to examining one of the most elusive elements of IP addresses: stability. More specifically, how stable is an IP address at a specific location?  

Before we dive into what we’ve found (spoiler alert – it’s eye-opening!) let’s dig into why we went looking in the first place.

In the numerous customer and prospect conversations that we have, we noticed an interesting dichotomy emerge. When it comes to leveraging IP intelligence for audience creation one party puts too much trust in IP address geolocation, while the other party doesn’t trust it at all – “they are too unstable.”

In actuality, both parties are wrong. While it’s true that IP addresses create a great way to match visitors across websites, the data is really only correct if the visitors are looking at both websites at the same time, which is rarely the case.

Why is this? Because IP addresses are unstable. Meaning, that the geo of an IP address that visited website A, may have changed by the time that the same IP address visited website B.  Or, said differently, the IP address of a user may have changed between their visits to website A and website B.

So when company A and company B, who invest too much trust in IP address stability, are comparing website data and IP addresses to understand user behavior across their web properties, they should also be examining timestamp information to determine if the user’s traffic was within the same time period. Otherwise, there is a good chance that the traffic was from two different visitors.

On the flip side, those who dismiss IP addresses as too transient are also missing the important point that IP addresses can actually be stable. Especially fixed wifi IP addresses, which happen to account for most of the traffic websites receive.

If you are wondering how that is possible? Consider your own web browsing habits. The vast majority of people are more likely to browse the web while on wifi in a fixed location, like at home, work, cafe, airport, etc… Comparatively speaking, much less traffic originates from people who are on the go (driving, running errands, out with friends/family, etc…) and don’t have wifi access.

Put simply, you are more likely to visit websites when you are on wifi, rather than when you are on a mobile IP connection. And, don’t forget, cellular carriers and mobile device operating systems prefer that you use wifi over cellular data (mobile IP addresses). If you want to test this, simply turn off your wifi on your mobile device, and see how long before your mobile phone is back on wifi. Answer: no more than 1 day.

So if wifi traffic rules the internet, and we have all been thinking about IP addresses wrong, what is the missing piece of data that can help us reconcile these two opposing opinions? The answer is TIME.  

The next logical question is “For how long?” To answer this question, we must acknowledge that how we talk and think about IP addresses has to be more nuanced so that it considers the dimension of time in addition to geography.  Because IP addresses can be stable in a given location, it is best to look at stability in specific blocks of time, like – ‘less than a week’, ‘less than 1 month’, ‘6 months to 12 months’, and ‘more than 1 year’.

Now that we have established how to talk about IP addresses correctly, let’s reveal what our research found. In the tables below you’ll find a summary of IP address stability by location granularity, and time intervals for the US, and UK.

What this chart shows is that the US and UK are similar within a range of how stable IP addresses are in a given location. Around 6% of IP addresses are expected to remain associated with households for longer than 1 year, and around 20% of IP addresses are constantly moving between households from week to week.

The reasons for the stability, or lack thereof, are complicated but at a high level, it comes down to the whims of the Internet service providers (ISP). A larger ISP that serves multiple countries may have different internal rules for allocating IP addresses vs. one that is only serving one country, for example. Note that this is just one reason among many. Comparing a few large ISPs gives a better picture of the dynamic nature of IP address allocation by ISPs.

Here we have compared Vodafone, British Telecom, and Comcast Cable. As we can see Vodafone behaves completely differently than the other two when it comes to IP allocations to their customers.

As you can see from the numbers, the importance of understanding IP address stability is paramount and can support decision-making across numerous business scenarios. Ultimately; however, what this leads to is the notion that there is much more to IP geolocation than the geolocation piece.

The comprehensiveness of the IP address data that Digital Element provides transcends pure geolocation, offering a wider variety of intelligence that can be used to drive significant outcomes for your business. Interested in learning more about our new IP address stability insights? Reach out to support@digitalenvoy.com

Digital Element Adds Deterministic IP Address Metadata to Nodify

In November, Digital Element announced a new IP address data solution designed to help our customers better understand anonymous traffic, enabling them to make strategic decisions regarding advertising, cybersecurity, DRM, and other use cases.

IPC Characteristics, aka IPC, is the newest addition to our Nodify platform, the industry’s most comprehensive proxy/VPN IP address traffic data. When used together, IPC, Nodify and NetAcuity offer our customers unmatched insights into anonymous traffic, enhancing their ability to understand and manage online activities effectively.

4 Pillars of IPC Metadata

Think of IPC as a vast collection of metadata, meticulously collected, validated and aggregated on a massive scale. This aggregation process unlocks a wealth of valuable insights and information. It has four pillars of metadata, all of which are essential for assessing the relative risk of an IP address.

  • Activity. This metric signifies the quantity of devices observed by Digital Element connecting to a particular IP address over a period. This type of data provides insight into the type of location where the wifi is set up, i.e. a public building with many devices or a private space with just a few.
  • Geolocation. IPC identifies how many unique locations have been associated with an IP address. As IP addresses are dynamic, the number of geolocations the IP has been seen provides intelligence about the general area it has been seen in, and is an indication of threat level if it has been seen in multiple countries.
  • Range. Let’s say an IP address is observed in multiple locations, the next question is what is the distance between those locations. A small average distance may indicate that only one ISP is using it, and it is therefore potentially benign, vs a large average distance which would indicate it could be a proxy.
  • Persistence. A unique feature to Digital Element, persistence asks the question: how long has this fixed IP address been at the same location? A greater persistence at a given location indicates the general innocuity of that IP address.

Each pillar serves various purposes and applications. For instance, activity helps advertisers with audience targeting. If you’re an advertiser aiming to target households, and the activity level indicates that over 100 devices are connected to certain IP addresses, it suggests that those IP addresses are less likely to correspond to residential locations.

That sample pillar also helps cyber security teams make smart decisions as to when to prompt users for additional authentication. When the activity level is high, it can serve as an indicator that the traffic originates from a public Wi-Fi service, such as at a local café or airport. This information bolsters threat intelligence and helps cybersecurity professionals assess potential risks and take appropriate security measures.

IPC Metadata and Machine Learning

IPC metadata can be a valuable resource for data scientists looking to enhance machine-learning capabilities and improve their models. For instance, it can provide additional features and context that can be used for feature engineering in machine learning models. These features can help improve the accuracy and relevance of the models.

IPC metadata used to identify anomalies or unusual behavior in network traffic. Data scientists can leverage this data to create anomaly detection models that can help identify security threats or system issues.

Deterministic Data

Another important characteristic of IPC metadata is that it is deterministic, not probabilistic. The GPS coordinates come from the mobile devices themselves, meaning the longitude and latitude information is accurate and reliable. Digital Element also captures the data and time when the geolocation data is observed.

Additionally, the sheer volume of data collected increases the accuracy of understanding traffic, identifying anomalies, and making informed decisions in various contexts, such as cybersecurity and personalized content delivery. This massive volume of data leads to more precise insights and improved performance in IP-related applications.

Why Digital Element is Unique

Digital Element’s ability to collect and analyze billions of IP observations is unique in the IP intelligence data space. This extensive dataset forms the backbone of all our products, and enables our customers to glean valuable insights about the traffic that accesses their networks.

Aggregating this data creates metadata lets us determine context such as:

  • Is this IP address coming from a public or private space?
  • Can I trust this IP address’s current geolocation? Based on if its dynamic or stable
  • Is this potentially a proxy IP address?
  • Does this IP address generally always belong to a given geographic region or is it geographically dynamic?
  • How much confidence can I have about its given location based on the number of observations at that location?
  • How much confidence can I have about its given location based on its last seen location?

Let’s see it in action.

The above table shows five unique IP addresses. From the IP characteristics we can obtain nuanced context of each:

Key Takeaways: Example 1 is a stable IP address based on one geolocation observed over 600 times over 46 weeks. This IP address would likely be considered safe by all measures by a cybersecurity firm.

Key Takeaways: Example 2 is also a stable IP address even though it was only stable for 7 weeks. We see that there were over 8 devices from the same geolocation, making it likely it is a household with multiple computers and mobile devices.

Key Takeaways: Example 3 provides intelligence that this IP address is stable when considering the macro geographic location, but is unstable when looking at the city and postal code level, since it has over 20 devices connecting to it. Even though this IP address is considered unstable, it is likely safe due to the fact that the average and maximum distance between all the postal codes is small. This fact indicates that this IP address is likely a regional NAT. It is likely in a rural area where there are not enough IP addresses allocated there (unstable dynamic one).

Key Takeaways: Example 4 (mobile activity) and Example 5 (proxy activity) are clearly proxy IP addresses given the number of observations and devices connected to them being extremely high. However, the key difference is that Example 4 could be a corporate proxy IP address (relatively less malicious) given that it stays within the same country.

Key Takeaways: Example 5 has been seen in 9 countries. This IP address is clearly one that should be blocked when considering access to secure content.

IP Address Intelligence Experts Since 1999
Since our founding we have sought to provide context to anonymous traffic.

We started in the 1990s helping advertisers accurately and non-invasively target audiences based on their IP address. Since that beginning, we’ve been on a mission to provide as much IP address intelligence and data-driven context as possible to deliver even more value across many verticals.

Our product suite includes:

NetAcuityShines a spotlight on geography, delivering critical insights into location data
Nodify VPN CharacteristicsProvides unique context into VPNs, proxy networks and dark networks
Nodify IP CharacteristicsProvides deterministic data about an IP address:
  • Unique context you can’t find elsewhere
  • Enhances insight from NetAcuity and Nodify VPN for a fuller picture.

 

To learn more about our new IPC database, visit here.

What IP Address Stability Reveals About Your Audience

When Digital Element introduced its geotargeting technology in 1999, the most in-demand data point we gleaned from the IP address was a device’s geographic location. With the explosion of the Internet and ecommerce, numerous people, from digital marketers and advertisers, to cybersecurity professionals needed an accurate way to target messages based on location.

Over the decades, we introduced many new, non-geographic-based targeting parameters such as connection speed, domain name, language and ISP. This “IP Intelligence” encapsulated so much more than location, opening up new insights for organizations that they can use as a strategic advantage. IP stability is one of the highly strategic intelligence data points Digital Element can now offer clients.

Knowing the stability of an IP address can enhance numerous business use cases, such as protecting digital assets, enhancing digital analytics, and detecting and preventing online fraud.

What is IP Stability?

First let’s start with the basics: what is IP stability? The stability of an IP address refers to the period of time an IP address is observed in a specific geolocation. Some IP addresses are highly stable, meaning they’re associated with the same geolocation for months or years at a time. Others range in stability, as in stable to a given city for a given period of time, to  highly unstable mobile addresses that are associated with a different geolocation daily, or even hourly.

Types of IP Addresses

There are multiple types of IP addresses, which means there are also levels of IP stability. When speaking of IP stability, knowing the range of IP address type is essential. Let’s review:

Private IP addressThese are IP addresses that can only be used by devices (aka “hosts”) on the same network, such as a corporate network. These are non-Internet routable, and are clearly defined in RFC6761. The Request For Comment is the main standards setting body for the Internet.
Public IP address (aka internet routable addresses)These are IP addresses that are internet routable, meaning they can be reached from any device/machine in the world, and are clearly defined RFC1366, aka “Guidelines for Management of IP Space.” 
Fixed IP addressThese are IP addresses that are routed via cable, DSL or fiber infrastructure for internet connectivity, assigned to non-mobile devices. Fixed IP addresses can be both static and dynamic (see below).
Mobile IP addressThese are IP addresses that are routed via cell tower infrastructure for internet connectivity assigned to mobile devices. Mobile IP addresses are always dynamic IP addresses.
Static IP addressThese are IP addresses that have a consistent geolocation, meaning at the time it is analyzed, its geolocation is the same as previously identified. Static IP addresses are likely tied to the same building(s) if within an ISP block — i.e. the range of consecutive IP addresses that are grouped together for administrative or routing purposes.
Dynamic IP addressThese are addresses whose geolocations change frequently. They’re dynamic because they can service different end users at any given moment. Dynamic IP addresses are common in ISP, mobile carrier and proxy blocks because end users fluctuate within a given area. 

Naturally, we expect to see a higher degree of stability in the static IP presence, and low stability in both the dynamic and mobile presence. Therein lies many useful insights, as we’ll see below.

ISPs are the Decision Makers

Who decides if fixed locations will be assigned a static, rather than a dynamic, IP address? The answer is the ISPs themselves. Some ISPs will assign highly static IP addresses for their customers, while others opt to assign dynamic ones. 

For instance, Charter, an ISP that provides connectivity in the South, has very stable IP addresses, and some of its customers have had the same IP address for years. Across the pond, however, British Telecom will change the IP address of its residential customers on a daily basis. 

Mobile IP addresses have low stability. Digital Element has observed the same mobile IP addresses in dozens of locations over a brief period of time.

How Digital Element Assesses IP Stability

Digital Element’s IP Intelligence data can distinguish between static and dynamic IP addresses. We can also track the length of time a static IP address is tied to a specific geolocation, aka, its stability. We further break stability down into buckets of longevity:

Stability BucketNumber of Weeks Stable
No Stability0
Very Short Term1 – 4 weeks (1 month)
Short Term5 – 16 weeks (4 months)
Medium Term17 – 36 weeks (9 months)
Long Term37 – 52 weeks (12 months)
Very Long Term53 + weeks (more than 1 year)

Going further, Digital Element can look at the stability of IP addresses of each ISP within the fixed space (i.e. internet connectivity provided to residential homes or commercial spaces). This allows us to see their composition of static vs. dynamic. 

Finally, Digital Element tracks which ISPs have a high percentage of static IP addresses and which don’t. This, in turn, allows Digital Element clients to apply this insight for important business use cases, including eliminating waste in digital ad campaigns.

Digital Advertising and IP Stability

Storytelling is an important concept in digital advertising. Rather than target the same user with the same message over and over again, marketers want to display a progression of messages that take the user on a journey.

For instance, let’s say a user clicks on an auto manufacturer’s ad for a new car model. In this scenario, the user has shown an interest in the auto brand that the marketer will want to nurture by providing information about additional benefits, such as state-of-the-art safety features or fuel efficiency. To prompt the user along the journey the campaign will aim to target that same user with sequential messages.

Now let’s say the campaign fails to perform as expected, the brand manager may conclude that something was off with regards to the channels, creatives or messages chosen for the campaign. But is there another factor at play?

IP addresses are a standard method for targeting consumers within specific geographic regions. Optimum is an ISP that services the tri-state area of New York, New Jersey and Connecticut. As such, Optimum is responsible for assigning the IP address for its customers.

Here’s where things get tricky: Digital Element’s IP Intelligence data reveals a single IP address assigned by Optimum was seen from 109 devices across 44 cities and 59 postal codes. What’s more, the average distance between users was 27 miles. This is a fixed — not a mobile — IP address, meaning it is an IP address that is assigned to a residence or a commercial establishment.

Now, let’s say the marketer has targeted a storytelling campaign at IP addresses assigned by Optimum. The marketer will have no way of knowing if the same consumer saw any or all campaign messages, even though the campaign targeted fixed IP addresses.

If, however, that same campaign targeted IP addresses assigned by Charter to residential customers, the marketer can have a high degree of confidence that the same device was targeted for the sequential messaging campaign. 

IP Stability and Campaign Planning

IP Intelligence data allows marketers to apply a level of granularity to campaigns:

  • Target users with highly stable IP addresses with sequential messaging
  • Target users with less stable or dynamic IP addresses with more general campaign message

In short, IP stability insight helps marketers drive efficiency in media spend by suppressing sequential messaging for unstable or dynamic IP addresses. This is incredibly relevant, as media agencies tend to bid higher for impressions when they believe a user has been exposed to the initial messages in the sequence.

The stability of an IP address can also help marketers determine whether or not a specific user has visited a brand’s website. Let’s say a user clicks on an ad and visits the brand’s site. Now let’s say a device with the same IP address arrives on the site two months later.

If the stability of that IP address is short term or above, we can assume it’s a repeat visit — insight that can initiate a set of actions, such as offering an incentive to convert. If that IP address is dynamic and has very short term stability, it’s unlikely to be the same user who clicked on the ad or visited the website previously. 

Learn More

The availability of IP stability data allows digital marketers to make informed decisions in their campaigns, leveraging IP Intelligence’s granular data and vital context to reduce wastage, drive better outcomes, and ultimately deliver these benefits.

Want to learn more? Click here to get in touch.

Distinguishing Between Fixed and Mobile IP Addresses

The world of IP addresses is amazingly complex. This complexity stems from the fact that there are myriad types of IP addresses — private, public, fixed, mobile, static, dynamic — each of which are assigned a unique range.

In this blog post we’ll discuss two types of IP addresses: fixed and mobile IP addresses. We’ll cover what they are, how they differ, insights between the two of them, as well as how to tell one from the other. 

Let’s get into it.

A Quick Word on How IP Addresses are Assigned

IP addresses are just a string of numbers, which by themselves don’t tell you much. How they’re assigned — as well as to whom and for what purpose — is the source of Digital Element’s insights.

The process starts with the Internet Assigned Numbers Authority (IANA), an international governance body which is responsible for coordinating both the IP addressing systems across the globe, as well as the Autonomous System Numbers (ASNs) that are used for routing Internet traffic. An ASN is a unique identifier that is assigned to each network or a group of networks that are under common administrative control (e.g. an ISP located here in the U.S.). 

ASNs serve a crucial role in the operation of the Border Gateway Protocol (BGP). BGP is a routing protocol, and its purpose is to direct data (actually, data packets) between different autonomous systems in the most efficient manner possible. Naturally, those autonomous systems need unique IDs, ergo the ASN. The ASN itself includes a lot of data, including the organization to which it’s assigned and routing policies or the paths that data should take to reach it.

Back to assigning IP addresses … the IANA allocates pools of unallocated addresses to regional registries known as Regional Internet Registries (RIRs), according to their needs as described by Global Addressing Policies

The RIR then assigns the IP address blocks to a local Internet registry (LIR) or National Internet Registry (NIR), which then assigns them to an Internet Service Provider (ISP). Sometimes the RIR will assign a block of IPs directly to an ISP.

With the knowledge of which IP address blocks are assigned to which entities, powerful insights can be gleaned.  

What is a Fixed IP Address?

Fixed IP addresses are IP addresses that are routed via cable, DSL, or fiber infrastructure for internet connectivity and are assigned to non-mobile devices. Think: the home router or corporate network. Fixed IP addresses can be static or dynamic, it’s generally up to the ISP to make that decision.

  • Static IP addresses are those that have a consistent geolocation, meaning at the time Digital Element observes it, its geolocation is the same as previously identified. We track the degree to which static IP addresses are stable in weeks and months. Static IP addresses are likely tied to the same buildings within an ISP block.
  • Dynamic IP addresses are addresses whose geolocations change frequently. They’re dynamic because they can service different end users at any given moment. Dynamic IP addresses are common in ISP, mobile carrier and proxy blocks because end users fluctuate within a given area. 

What is a Mobile IP Address?

These IP addresses are typically assigned to mobile devices such as smartphones and tablets for internet connectivity that’s routed via cellular networks.

Mobile IP addresses are always dynamic, meaning they change frequently. When a mobile device connects to a cellular network, it is assigned an IP address from a pool of available addresses. This dynamic assignment allows cellular providers to efficiently manage their IP address resources.

Distinguishing Between Fixed and Mobile IP Addresses

Simply knowing the ISP that’s tied to an IP address itself can provide insight into the geolocation of the IP address, as well as whether it’s fixed or mobile. That means, of course, that we’ll need to understand a bit more about the ISP market.

There are four types of ISPs:

  1. Fixed ISP, such as Comcast and Charter. These ISPs provide internet connectivity to both homes and commercial entities. Some businesses, educational institutions and governments can act as their own fixed ISP. Some ISPs also provide WiFi hotspot connectivity.
  2. Mobile and fixed ISPs, such as AT&T. These ISPs provide connectivity to homes and businesses, as well as users on the go.
  3. Mobile-Only ISPs, such as Cricket Wireless. These ISPs provide connectivity for mobile devices only.
  4. Mobile connectivity for homes and businesses, such as T-Mobile and other 5G providers.

Again, knowing the blocks of IP addresses assigned to each type of ISP helps Digital Element to glean insights about the devices behind those addresses. For instance, we can look at an IP address and know that it is a fixed IP address that is highly stable and associated with a particular building in an office park. 

Why Distinguish Between Fixed and Mobile IP Addresses?

The ability to distinguish between the two types of IP addresses is very useful for businesses. Take, for instance, digital ad-tech companies that execute or measure mobile app install campaigns on behalf of agencies and app developers.

App install campaigns are rife with fraud. Nefarious players will attempt to pilfer the marketer’s budget by claiming installs that didn’t occur. The presence of a valid mobile IP in the data can help legitimate companies ascertain the validity of the install. Note: mobile IP alone will not be enough to validate app installs, but it provides critical context.

In other cases, a company, such as a brokerage, may only allow for on-premise access to sensitive information. Any request from a device with a mobile IP can be blocked automatically. That’s not to say that all mobile devices will be blocked; a user who is within the building can still access that data via a mobile phone. In this scenario, the user will sign in via the WiFi, and will have a fixed IP address, indicating that he or she is within the building.

Distinguishing between fixed and mobile IPs can also help drive efficiencies in knowing when to request additional authentication. Let’s say a consumer signs on to his bank from home every day in order to check his balance. The bank is likely to have a history of sign-ins from that fixed IP. Now let’s say that the consumer signs on from a mobile IP that is in a location far from his house. In this case, the bank may opt to require a second form of authentication.

IP address intelligence data alone won’t secure networks, but it can provide critical context to help businesses set smart rules to protect their — and their customers’ — data.

To learn more insights, download “The Definitive Guide to Understanding IP Addresses and VPNs and Implications for Businesses” or contact us to learn how IP geolocation can be leveraged in your industry. 

The Definitive Guide to Understanding IP Addresses and VPNs and Implications for Businesses

Most people are familiar with IP addresses and the purpose they serve for interfacing with a network. You may even use IP address intelligence data to meet multiple use cases in your day-to-day activities. Perhaps you are a digital marketer using it for targeted advertising; a network administrator leveraging IP address data to keep your systems secure; or an enterprise that relies on it for complying with the multitude of regulatory guidelines and licensing and copyrights agreements when operating in a global environment.

But if you’ve been confused about the myriad flavors of IP addresses, you’re not alone. IP addresses, and the entire IP space, is one of the most complex topics in business computing. That complexity makes it difficult — but not impossible — to understand.

Why is it not impossible? Because subject matter experts throughout Digital Element came together to develop this white paper as a guide to help establish a foundational understanding of how IP addresses work.

We started at the very beginning — the beginning of the Internet that is. We’ve documented how IP addresses came about, their initial purpose, their history, who assigns them, and under which conditions. We define the multiple types of IP addresses, address accuracy levels, and offer up a host of insights we can glean from IP address intelligence data.

It was not a short exercise, but we’re proud to say we can now offer The Definitive Guide to Understanding IP Addresses and VPNs and Implications for Businesses.

It was a monumental effort, but someone needed to do it. Given the critical role that the Internet plays in our day-to-day business activities and our personal lives, the world needs an authoritative resource on IP geolocation.

This is a resource for you to reference when making a host of decisions about corporate cybersecurity, customer experiences, advertising strategies, intellectual property and compliance management, and so much more.

What’s in the Digital Element IP Geolocation White Paper?

Chapter 1: Introduction. We begin with a history of IP addresses and how they came about. Importantly, we define each type of IP address (and there are many). If you’ve wondered what the differences between fixed and static IP addresses are, read this chapter.

Chapter 2: The Evolution of IP Geolocation Data. This chapter covers the history of IP geolocation data and who assigns them to whom. It also examines how the rise of the Internet of Things (IoT) created an urgent problem: an impending shortage of Internet addresses, leading the Internet Society to develop IPv6, the next generation of IP addresses. This chapter explains critical concepts, such as NAT and CGNAT, and the challenges they address.

Chapter 3: IP Address Geolocation Reliability and Vulnerabilities. This chapter brings the topic closer to home, examining Digital Element’s evolution in the IP geolocation address space. The heart of this chapter recognizes that IP geolocation data has certain limitations and vulnerabilities, and what they mean for you.

Chapter 4: How IP Addresses are Allocated. This chapter looks at how IP addresses are assigned to global regions, including large IP blocks to ISPs and large corporations. It discusses why some ISPs opt to allocate IP addresses to users within a single region for higher stability, while others assign them across multiple regions. It also describes how Digital Element leverages these insights to provide critical context around IP addresses, and how they can enhance specific use cases.

Chapter 5: The VPN Market. This chapter defines types of proxies and compares their differences, including VPNs, darknets, and residential IP proxies, all of which are growing. In this chapter we describe why security teams need a nuanced understanding of the market in order to make informed decisions and prevent potential security breaches.

Chapter 6: Parting Thoughts: This chapter looks at five trends Digital Element will monitor over the next year: the 5G impact on geolocation data, IPv6 impact on IP Geolocation Methodology, IoT and IP addresses, and the mass adoption of VPNs.

The Definitive Guide to Understanding IP Addresses and VPNs and Implications for Businesses is free and available for download today. We hope you’ll find it useful and informative. If you need more information, please contact us and we’ll be happy to answer any questions you have.

Download the Guide Now

Decoding IP Intelligence: The Key to Unveiling User Behavior and Geolocation Data

A digitally connected world is a worthy aspiration, but as these connections grow, so do additional risks and vulnerabilities. One question many businesses have wrestled with over the years when doing business online is, “How can I be 100% confident that my data and intellectual property are secure?”

In this comprehensive guide, we’ll go over the power of internet protocol (IP) intelligence and show how it can unlock insights for defending the integrity of your IP addresses.

We’ll also give several examples of real-world uses for IP intelligence to help you understand and use it more effectively in your business.

Understanding IP intelligence

An IP address is the unique address that identifies an internet-connected device — whether it’s a computer, mobile phone, connected TV, or smart refrigerator. Without these protocols, the internet wouldn’t be able to tell one device from another, and data would be misdirected.

IP intelligence provides many strategic advantages that allow you to understand the geo-location data of your users. In essence, IP intelligence is a collection of data points and context about an IP address that can be used to gain valuable insights about the users on your network.

This allows you to access important data, such as organization name, connection type, VPN provider, and IP geolocation, to name a few.

Decoding this information lets you understand user behavior better and helps you make more informed decisions.

The importance of IP intelligence

A dedicated IP strategy is paramount for a range of reasons, but not without first understanding IP intelligence and the benefits it has to offer, including:

1. Provides enhanced security measures

IP intelligence data enhances the security measures for your business by identifying potential threats and helping you take proactive steps to mitigate them.

We can define threats as any potential malicious activity that could put your assets at risk. Malware, for example, is a prime example of a virus that can serve as a threat to your business.

Great IP intelligence tools let you detect abnormal behavior patterns in your users, which can indicate that a cyber attack is imminent.

2. Offers fraud detection and prevention

Fraudulent activities can significantly threaten your business, reputation, and industry.

Analyzing your website visitors’ IP addresses for further intelligence helps to detect the legitimacy of transactions and activity within your network. By recognizing patterns, you can also identify whether the IP geolocation data is accurate or if some bad actors use VPNs (virtual private networks) or a proxy to mask their true identity.

For prevention, IP intelligence helps you block system access for erratic behavior. You can also leverage this powerful technology with law enforcement agencies to identify the location of an originating IP to help prevent intrusion attempts, as well as add critical information to the investigation of attempted or actual cyber attacks.

3. Enables geolocation targeting

On the surface, IP intelligence may seem especially beneficial for security, but it can also have other valuable uses. Once a proper security protocol is in place, you can shift your focus to the other IP geolocation applications this data offers.

For example, geolocation data will allow you to target end users, businesses, and organizations with more streamlined, timely, and contextually relevant messaging.

Customers will resonate with your marketing efforts and increase engagement and conversion rates, allowing you to optimize for pricing, events, products, services, and delivery related to their GeoIP.

4. Aids in network management

A robust network management procedure is critical to proper workflow and smooth operations of your organization. IP intelligence can give you a comprehensive understanding of your website visitors and people accessing your network.

This helps with security, but can also optimize network resources, streamline your procedures, and identify any bottlenecks.

Better insights give you a powerful data-driven approach to making better IP decisions for your network in real-time rather than reacting to issues as they arise.

5. Ensures compliance and regulatory requirements

Whenever confidential information is concerned, there are also stringent regulatory and legal requirements that go along with it.

Even if the benefits outlined above didn’t speak to you, you would still need robust IP intelligence data to comply with specific rules and regulations, such as those found in digital broadcasting.

One requirement you need to fulfill is to protect data that can identify your users and team. This includes names, phone numbers, addresses, and banking details.

Other essential requirements are related to GeoIP. For example, if you’re a multistate or multinational company, you may need to tailor your offerings differently for different cultural tastes or a unique set of regulatory laws.

A prime illustration would be e-commerce stores. If your store is shipping to multiple countries, there are different taxes, rules, and requirements for the protection of user data. You may also need to change up your marketing efforts to tailor and curate your message and comply with these rules.

IP intelligence examples

Now that we’ve defined  IP intelligence and shown what it can do for you, let’s explore some of its more practical applications and use cases.

VPN and proxy identification

Malicious actors commonly use VPNs and proxies to mask, change or confuse networks from identifying the user’s true identity. This can also feed you false data regarding location-based campaigns for your sales and marketing strategy.

IP intelligence detects the presence of proxies and VPNs by analyzing IP address patterns and network behavior.

Carrier data

Carrier data involves information about a user’s ISP (internet service provider), mobile country code, network code, and mobile carrier.

This helps to improve your marketing strategy, mainly in the delivery of your message through identified channels. It may also feel relatable to the user, as they receive a tailored notification exclusive to their carrier.

Autonomous system number (ASN)

ASNs are unique identifiers assigned to networks that operate independently and have their routing procedures and policies.

Using IP intelligence is like having a microscope into the unique ASN of an IP address, which provides an understanding of structure and ownership.

This means having more clarity on time zones, language, company name, domain name, NAICS codes, and demographics.

You can further use this to optimize routing paths, discern between network interconnections and get a detailed view of infrastructure.

IP address reputation

IP address reputation is essential for two primary outcomes: deciding who you will do business with and analyzing a pattern of malicious activity, which can give you a breadth of knowledge on what your team needs to do to increase security and prevent vulnerabilities.

IP address reputation refers to historical data about an IP address and if it has undergone any attacks. These include cyber attacks, spamming incidents, and breaches. The provided data gives you insight not only into victims of attacks but also if the IP address was involved in the attack itself.

You can also use this data to further your understanding of the protocols you need to put in place, but it also allows you to choose better partners, vendors, customers, and suppliers.

IP geolocation

IP geolocation is a vital and critical part of your IP intelligence plan.

IP intelligence lets you identify WHOIS information and IP address range, which can help you pinpoint the location of the end user. It also allows you to tap into connected geolocation databases to enable collaboration between brands and sharing access.

As mentioned, this has terrific applications in targeted marketing, regulatory compliance, legal protection, and tailored messages.

IP network topology

IP intelligence can also help your business operations run more smoothly through network topology.

Network topology examines the structure and interconnectivity of different IP addresses. It helps Identify upstream providers, peering relationships, and transit networks. It also can serve to enhance data transfer speed, minimize latency, and ensure better data routing throughout your organization and network.

All of this helps you optimize your network performance so you can secure a unique competitive advantage in the marketplace.

IP security events

IP security event detection helps your team transition from being more reactive to a mainly proactive approach to security procedures.

IP intelligence lets you monitor suspicious activities, including data breaches, malware infections, unauthorized access attempts (or successful ones), or transfers.

Through IP intelligence, you can continuously check and maintain the health of your network, as it will alert you to threats in real-time. This enables you to intercept potential problems before they become more severe, costly, or damaging to your brand reputation.

Looking for IP intelligence software? Try Digital Element today

IP intelligence is more than just a tool to help prevent breaches in your organization. IP intelligence can also provide you with geolocation targeting, help you prevent and detect fraud, support your network management, keep you in compliance with regulations, and much more.

Digital Element provides actionable IP intelligence for your business with industry-leading integrity-first and customer-centric solutions. We deliver real-time access to accurate and reliable location intelligence — without invading a user’s privacy.

Learn more about our geolocation solutions and get in touch with our team today to get started!

Five Ways IP Intelligence Data Helps Broadcasters

Broadcasters serve a vital role in communities across the country. In addition to providing news and information to communities, broadcasters are instrumental to the economy. Per the National Broadcasters Association (NAB), broadcasting accounts for more than 2.28 million jobs in the U.S., and generates $1.03 trillion annually for the nation’s economy.

Given the economic and societal importance of broadcasters, it is vital for them to have accurate data that ensures they deliver the right content, while personalizing the user experience, and protecting the digital rights of content owners. Many have long considered Digital Element as the go-to source for accurate, global IP Intelligence data to help solve some of these challenges.

Let’s look at some of the most important use cases.

#1: Licensing & Copyrights Compliance

Copyright owners never give licensors carte blanche with their intellectual properties. The more people who see or use their audio or video content, the more royalties they earn. Those agreements are negotiated by region.

Digital Element’s IP location and intelligence data helps broadcasters ensure compliance with licensing and copyright agreements. Programming content is served to audiences based on country, state/region, city, and ZIP and postal code, enabling broadcasters to ensure users in prohibited or embargoed areas are restricted from accessing their digital assets. Furthermore, the ability to identify users hiding behind proxies in order to circumvent location restrictions helps broadcasters further protect rights’ holders.

#2: Ad Serving & Content Personalization

Every marketer is keen to display the appropriate content to the right user in order to increase engagement and, ultimately, ROI.

For example, by targeting postal codes near a tentpole event, such as a music festival or a major sporting event – marketers can deliver just-in-time ads to receptive audiences (think: transportation ads to the big event, or ads that drive traffic to a local eatery franchise). Ads that reach consumers at the right place and the right time deliver higher engagement and ROI.

IP Intelligence data is inherently non-invasive, enabling marketers to tap into a wide variety of contextual data so that they can deliver relevant content to the right audiences. . Additional insights, including demographic data, allow brands to target ads relating to a population in an area or region.

#3: Enhanced User Experience

Content delivery networks (CDNs) help ensure a positive user experience by delivering content at the optimal speed based on connection, or ideal format based on viewer’s device. They also process incoming requests and deliver content to any point on the network on demand, while managing entitlements and access to video assets based on the authentication of user rights and integration into the order process.

Digital Element’s IP Intelligence data automatically detects the connection type and speed of the device, helping the CDN to ensure content is delivered at the right speed and format for the device, providing customers with high-quality viewing and sound quality with no delays or buffering interruptions.

#4: Fighting Piracy

Piracy is a scourge that threatens the broadcasting sector, putting protected content, revenue, and even jobs at risk. In its 2021 report, the Motion Picture Association (MPA) estimates that online TV and film piracy costs the U.S. economy a minimum of  $29 billion in lost revenue each year, and robs the industry of hundreds and thousands of jobs.

Much of that piracy stems from consumers accessing content that’s outside of their markets — crime they can easily commit using any of the plethora of VPNs available to them. In their defense, leveraging VPN to access out-of-market content is so widespread and common that many consumers may not be aware that this behavior is illegal.

Digital Element’s director of product management discusses piracy at NAB 2022

Digital Element’s Nodify can determine whether inbound traffic is tied to a VPN, proxy, or a darknet, enabling broadcasters to block proxy and darknet traffic proactively, or prompt users for additional authentication (an important consideration as many people use VPNs for privacy or for work, and a global ban of VPN traffic will penalize many legitimate users).

Content pirates are switching tactics, switching from VPNs to residential IP proxy networks to circumvent detection. These are networks that pay consumers to share their internet across devices, and then enable other customers to “rent” that consumer traffic. However, Nodify can detect residential IP proxies, enabling broadcasters to block such traffic.

#5: Enhance Cybersecurity

Web Application Firewalls (WAFs) are important tools for broadcasters, but the rise of residential IP proxy networks has given nefarious actors a workaround. WAFs look at the IP address and geo-location of devices seeking to access a broadcaster’s web applications, and if they are residential and located within the right city or region, grant access. But without additional contextual data around network traffic, like that provided by Nodify, WAFs cannot distinguish between residential IP addresses that are real and those that are proxied.

We advise our clients that protecting their web applications requires a strong cybersecurity posture, especially considering the rise in VPN usage. Layering in threat intelligence insights, such as VPN intelligence data, can help protect your geo-filtering ecosystem; these insights allow streaming media companies to protect revenue by determining which connections pose risks, and prevent bad actors from circumvention activities by identifying anonymized connections, or connections from certain geographies.

VPN Detection Myth Series: Myth Five – Country-level IP Geo Provides Sufficient Protection

A Five-Part Blog Series to Bust the Myths Surrounding VPN Intelligence Data

Over the past few months, we’ve addressed the common questions we hear most frequently when speaking to customers about the rise of VPNs. In our discussions we hear a lot of myths about VPNs — myths that if believed can put corporation information and networks at risk.

To date, we’ve addressed the following myths:

In this final post in the series, we take on the myth that country-level IP geo data provides sufficient protection.

Myth #5: Country-level IP geo provides sufficient protection.

Throughout this blog post series, we’ve highlighted just how easy it is for VPN users to change their IP address to one that appears to originate from another location. In fact, this feature is so ubiquitous and easy that it is positioned as a selling point by VPNs that sell to consumers.

In a blog post, vpnMentor shows readers how to change their region in seconds. vpnMentor is owned by Kape Technologies PLC, which owns the following products: ExpressVPN, CyberGhost, ZenMate, Private Internet Access, and Intego (which speaks to blog number 3 in this series, Covering the Top 10 VPN Services is Sufficient).

This begs the question: how much should you trust an IP location as a proxy for a legitimate user? Let’s say a company has a policy to block all IP addresses that originate in Russia or Iran for security purposes. But does this policy actually provide any protection for the company? The answer is no, given how easy it is to change one’s IP address geographic location.

Conversely, there are good and bad VPN providers and users in every country, including the U.S. If you block users on a country level, you may inadvertently block legitimate users, some of whom may be your own employees or customers.

Let’s say an R&D company blocks IP addresses that originate in Iran. All traffic coming from that country would be deemed nefarious, right? But what if that company sent a team of scientists to present a paper to the International Conference on Science Technology and Management, which will take place in Tehran? The company’s scientists would be prevented from exchanging email with their colleagues back at home.

It’s All About Context

Here’s the reality: IP address data alone won’t protect your corporate network, but it will provide substantial context about incoming traffic. From there you can make intelligent decisions, and establish best practices, as to how to treat VPN traffic.

For instance, some VPNs offer features that are friendly to criminals, such as payment via untraceable crypto currencies, no logging which enable them to cover their tracks. If a crime against your network occurs, such VPNs will not assist you or law enforcement in tracking down the perpetrators.

Other VPNs tout the fact that users can easily change their IP address in order to bypass digital rights access restrictions, as the above example illustrates.

You may not want users of such VPNs to access your network, regardless of where they reside. In fact, you establish a set of best practices that bar users from your network based on the VPN service they use. But to implement such rules, you’ll need access to that rich contextual data in order to set access rules for your network.

The Digital Element Difference

Digital Element’s Nodify provides a rich set of IP address intelligence data so that you can understand the context of users who access your network, including:

  • VPN classification
  • Provider’s name/URL
  • Distinction between residential or commercial
  • IP addresses related to a provider

With this data in hand, you can make smart decisions about the VPN traffic that accesses your network, and set rules to enforce it. For instance, you can opt to flag all commercial VPN traffic with additional multi-factor authentication automatically.

To learn more about VPNs and how to incorporate IP geolocation and intelligence data for corporate network protection, download our white paper “The Need for Proxy/VPN Data in Today’s Heightened Cybersecurity State.”

Fight Ad Fraud with IP Intelligence Data

Ad fraud is a pernicious challenge, but it doesn’t need to be. With the right tools in place, invalid traffic and bots can be seriously curtailed, as the recent TAG Fraud Benchmark reveals.

There’s one tool that can help advertisers and affiliate marketers distinguish legitimate traffic from nefarious actors: IP intelligence data.

What is IP Intelligence Data?

An IP address is the unique address that identifies an Internet-connected device, be it a computer, mobile phone, or connected TV. Without it, the Internet wouldn’t be able to tell one device from another, and data would be misdirected.

All IP addresses contain a great deal of context — i.e. intelligence data — that surrounds the actual address, including:

  • Geolocation data (country, city, zip/postal code)
  • Proxy data (e.g. masked IP data that can be used by fraudsters)
  • Devices and Services (e.g. Web server)
  • Home usage vs. business usage
  • Company name
  • VPN provider & URL


IP data can help teams detect fraudulent clicks that originate from click farms or bots, thereby ensuring that budgets are spent showing ads to real humans.

Digital Element IP-Based Ad Fraud Detection Tools

  • IP data origin differs from provider to provider. Digital Element’s NetAcuity uses patented technology, along with over 20 proprietary methods to gain context into IP addresses. We also partner with companies that provide device-derived data from SDKs and apps, which enhances our ability to see more IP addresses, and improve our decisioning.
  • Nodify is a threat intelligence solution designed to help data scientists and Traffic Quality teams respond to the rise of VPN usage and the threats they pose to the digital advertising ecosystem. Nodify helps Traffic Quality teams assess VPN and Proxy traffic by delivering contextual insight around an IP address, including: VPN classification (VPN, proxy, or darknet), whether it supports fraudster-friendly features such as no logging or payment via crypto, IP addresses related to a provider, traffic type and more.

Distinguish Real Traffic from Fraud

Identify proxies used by fraudsters
  • Identify proxy data, which may be masked IP data that can be used by fraudsters.
  • Distinguish between risky and benign VPNs.
  • Identify where ads are viewed; are they in a region of the world that makes sense for the campaign?
  • Identify when a bunch of “interesting IPs” appear but can’t connect them to anything.
Identify click farms and app-install farms 
  • Determine fraudulent clicks and ensure budgets are spent on real impressions seen by real humans.
  • Identify when a suspicious number of clicks come from a specific radius or timeframe.
Identify mobile proxy farms
  • Determine which mobile IP addresses are legit.
  • Identify mobile IP addresses that never move.
Bot mitigation
  • Compare the entrance and exit nodes to identity when bots are blended in with residential traffic.
Create best practices
  • Use Nodify data to create inclusion and exclusion lists based on context.
  • Distinguish between corporate VPNs and those with nefarious features.

 

To learn about IP address data and the role it can play in a marketing organization, access our guide, “A Guide to Understanding How IP Data Helps Marketers.”