Although the transition from IPv4 to IPv6 – Internet Protocol versions 4 and 6, respectively – will go unnoticed by many everyday Internet users, it is cause for excitement among digital marketers. The change is an expansion of the number of available IP addresses for websites. Under IPv4, the addresses became so clustered that it was difficult to decipher consumer data. The new protocol will enable digital marketers to see a more accurate picture of their consumer’s online behavior.
This is a momentous event, as consumer data is the foundation for digital marketing campaigns. We are excited to see how much the change will affect the accuracy with which we can target online markets.