Michael Green | Mar 21 2023
The term “IP” is commonly used in the 2023 digital age, but what does it actually mean?
IP is short for Internet Protocol, is a set of rules that governs the way data is transmitted over the internet. Think of it as the base on which the entire internet is built, it’s one of the most important technologies that make the Internet work.
So, what exactly does IP do?
The IP address is responsible for routing data from one device to another across the internet. And every device that connects to the internet is assigned a unique IP address, which is like a phone number, but for your device. It’s a string of numbers that identifies the device and its location and the service provider. This address is crucial for devices to communicate with each other over the internet.
Now, why is IP address so important?
Well, without IP, devices wouldn’t be able to communicate with each other, and the internet as we know it wouldn’t exist. IP ensures that data is transmitted accurately and efficiently between devices, making the Internet a fast and reliable network. Can you imagine a world without the Internet? We couldn’t connect with our friends and family around the world or even work from home during the COVID-19 period. Sam Bush, our senior consultant at Clixtell says “The importance of IP cannot be overstated and as a business owner, you must know its pros and cons in order to advertise your PPC campaigns safely”
What types of IP are there?
Currently, there are 2 versions of IP in use today: IPv4 and IPv6. IPv4 is the older and more widely used version of IP, while IPv6 is the newer and more advanced version. 
IPv4 addresses are 32 bits long and are represented in decimal format, with four groups of numbers separated by dots. Each group can range from 0 to 255. For example, an IPv4 address might look like this: 94.203.112.213 – However, the number of available IPv4 addresses is limited, and we are quickly running out of them. That’s where IPv6 comes in.
IPv6 addresses are 128 bits long and are represented in hexadecimal format, with eight groups of four hexadecimal digits separated by colons. Each group can range from 0000 to FFFF. For example, an IPv6 address might look like this: 2601:647:6880:5d50:6d56:f556:dda3:f076 – IPv6 offers a virtually limitless supply of unique addresses, making it ideal for the growing number of devices connected to the internet.You can find your IP and the type of protocol you are using by looking it up at Google or websites such as Whatismyipaddress.
IP address also provides a range of features and protocols to ensure that data is transmitted efficiently and reliably. Some of these features include error detection and correction, congestion control, and quality of service known as QoS. The error detection and correction system helps to ensure that data is transmitted accurately and reliably. The congestion control mechanism prevents the network from becoming overloaded with too much traffic. And QoS is a set of protocols that help to prioritize certain types of data traffic over others. For example, voice and video data may be given priority over other types of data to ensure that they are transmitted without delay or interruption.
When any device connects to the internet, it is given a unique IP address. Click fraudsters can take advantage of this by changing their IP address and making it seem like multiple clicks are coming from different devices, even though it’s just one person. This can harm businesses by wasting their advertising budgets and skewing their metrics.
Fraudsters have different techniques to change their IP address, such as using a proxy server or VPN service, or creating fake clicks through botnets.
To prevent click fraud, marketers should watch out for any suspicious activity in their Google Ads and all PPC campaigns, like unusual click patterns, sudden surges from the same IP address, and other warning signs. Try Clixtell for free as your ad fraud detection software to identify and block all types of invalid clicks with the suspicious IP addresses they use to harm your business.
But it’s important to remember that click fraud is an ongoing problem that requires constant attention. Fraudsters are always discovering new ways to cheat the system, so advertisers must remain vigilant and adapt their strategies to keep their advertising investments safe.
So, the next time you hear the term “IP,” remember that it’s the technology that makes the internet possible.
