NumberEight Report Challenged Ad Data Accuracy
A new industry report questions the reliability of traditional IP-based demographic tracking in advertising.
Updated on Sept. 23, 2026 in Advertising
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NumberEight has released findings from its latest research, Demographic Data in Advertising: Traditional vs. ID-less Methods. The report suggests that traditional IP-based models may struggle to accurately identify user demographics compared to newer ID-less techniques.
Why it matters
As the digital advertising industry moves away from traditional tracking methods, the reliability of demographic data is critical for effective targeting. This research highlights significant potential discrepancies in how advertisers currently measure their reach.
An ID-less model identified the game Fashion Battle as 82% female, while traditional IP-based models calculated the gender distribution at only 51%. The study analyzed data across 7,013 CTV shows and over 3 million unique users.
The players
NumberEight
NumberEight is an advertising technology company that provides data-driven insights and research for the digital marketing sector.
The details
The report contrasts traditional approaches against ID-less methods, which combine contextual and behavioural signals with first-party data. While IP-based models repeatedly yielded gender distributions near 50/50 across various games, the research indicates these figures may lack accuracy.
Timeline
September 23, 2026: NumberEight published the research report.
Market Landscape
This study aligns with the broader move away from privacy-invasive tracking technologies like third-party cookies toward more private, ID-less solutions. It positions these newer methodologies as potentially more precise alternatives to legacy systems currently used by major competitors.
Brands and advertisers may need to re-evaluate their current targeting partners if traditional models are found to be less precise than reported. This shift could eventually lead to more personalized ad experiences for the average consumer.
The takeaway
Advertisers should scrutinize the data sources powering their campaigns to ensure they are not relying on potentially outdated demographic metrics. Verification of tracking accuracy is becoming a standard requirement for those seeking to maximize return on ad spend.
Further reading
For more on industry shifts, visit the Advertising section.
Source note: This article includes information reported by Exchangewire.
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Do you trust the demographic data companies use to target advertisements to you?
