Static and Dynamic IP addresses in an ABM campaign

Static IP address and how does it work?

A static IP address is an IP address that doesn’t change. When a device is assigned a static IP, the address won’t change over time, which can help some online services work more smoothly. Static IPs are used by commercial VPN servers to help employees connect easily when working remotely and by websites to help visitors access content seamlessly.

Dynamic IP address and how does it work?

A dynamic IP address can change when it needs to, such as when a device is connecting to a new network. Most home networks use dynamic IP addresses, because they’re easier and more cost-effective for Internet Service Providers (ISP) to assign.

Your ISP has a DHCP (Dynamic Host Configuration Protocol) that automatically assigns you an IP address from a pool of possible IP addresses. If you’re wondering how to get a dynamic IP address, you’re probably using one already. Dynamic IPs work well in terms of speed and reliability, but static IPs dedicated to specific, large-scale purposes often perform better.

Difference between a static vs dynamic IP address

The main difference between a static vs. dynamic IP address is the consistent connection that static IPs offer. It’s not a problem for your personal device’s dynamic IP to change, which it does when you go online on different networks. But commercial websites — like Netflix, CNN, Facebook, etc. — need static IP addresses to help their customers connect seamlessly to their sites.

Static IPs ensure that the speed and connection quality stays the same and, for streaming sites, that nobody’s videos get interrupted. But while static IP addresses often offer better connections and higher speeds, they usually cost more to set up.

Most large-scale organizations in the US use static IP; and small organizations who use a common ISP, may use Dynamic IP.

How do you utilize IP addresses in an ABM campaign?

When we run an ABM campaign, we query account names/domains to get the IP addresses from our data partners. Firstly, we run a pre-campaign test to get all IP addresses and measure traffic in pre-campaign phase. Then, at the start of post-campaign phase, we again validate IP addresses of those same accounts to serve ads across these accounts. And finally, our data partners and Doceree, both refresh our IP data every 30 days as well to update any change in IPs if at all.

So, in essence, we validate IP addresses at least 3 times in a span of a month – pre-campaign phase, start of campaign phase and every 30 days.