Static and Dynamic IP addresses in an ABM campaign

What is a 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.

What is a 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 static and a dynamic IP address

The main difference between a static and a dynamic IP address is the consistent connection that static IPs offer. It’s not a problem if your personal device’s dynamic IP changes, 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 stay 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 addresses, and small organizations that use a common ISP may use Dynamic IP addresses.

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 the pre-campaign phase. Then, at the start of the post-campaign phase, we again validate the IP addresses of those same accounts to serve ads across them. And finally, our data partners and Doceree both refresh our IP data every 30 days to reflect any IP changes, if any.

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