Core Insights - Viant Technology Inc. achieved strong fourth quarter performance with revenue increasing 22% year-over-year and contribution ex-TAC rising 19% year-over-year, both exceeding guidance [1][4] - Excluding political advertising, revenue and contribution ex-TAC increased 28% and 24% respectively, indicating robust underlying business strength [1][4] - The company anticipates continued growth in 2026 driven by a healthy advertising environment and new customer partnerships, including major brands like Molson Coors and WHOOP [5][6][33] Financial Performance - For the full year 2025, revenue reached $344 million, up 19% year-over-year, while contribution ex-TAC increased 18% to $209 million [4][37] - Adjusted EBITDA for Q4 was $24.7 million, a 45% increase year-over-year, and for the full year, adjusted EBITDA totaled $57 million, up 29% [4][37] - Non-GAAP net income for 2025 was $41.1 million, reflecting a 19% year-over-year increase [37] Advertising Trends - CTV (Connected TV) spending on the platform reached an all-time high, accounting for 46% of total advertiser spend in Q4, with a 40% increase in CTV contribution ex-TAC year-over-year [9][40] - The shift towards digital channels, particularly CTV, is evident as customer-directed purchasing in emerging digital channels represented approximately 54% of total platform spend for the year [41] - Major events like the Winter Olympics and the upcoming World Cup are expected to drive incremental ad spend in the CTV channel [7][6] Product Innovations - The launch of "Outcomes," an AI-driven decisioning solution, aims to optimize advertising campaigns autonomously, enhancing performance for advertisers [19][35] - The AI Lattice Brain architecture behind Outcomes allows for real-time campaign adjustments, significantly improving efficiency and effectiveness compared to traditional methods [16][19] - The adoption of IRIS ID, a content targeting solution, has grown significantly, with its presence in the CTV bidstream increasing fivefold, now reaching nearly 50% of incoming requests [12][60] Market Positioning - Viant Technology Inc. is strategically positioned to capture growth opportunities in the advertising market, particularly as advertisers seek alternatives to traditional platforms like Google and Meta [22][66] - The company emphasizes its independence and proprietary data advantages, which are increasingly appealing to major U.S. brands looking for effective advertising solutions [33][66] - The expansion of the enterprise sales team is expected to enhance customer acquisition and retention, further solidifying the company's market position [34][56]

Financial Data and Key Metrics Changes - Revenue for Q4 2025 increased by 22% year-over-year to $110.1 million, exceeding the high end of guidance by 5% [36] - Contribution ex-TAC for Q4 totaled $64.6 million, up 19% year-over-year, also above guidance [36] - For the full year 2025, revenue totaled $344.2 million, increasing 19% year-over-year, while adjusted EBITDA increased by 29% to $57.4 million [35][36] - Adjusted EBITDA margin expanded nearly 250 basis points year-over-year to reach 28% [36] Business Line Data and Key Metrics Changes - CTV spend on the platform reached a record high, accounting for 46% of total advertiser spend in Q4 [38] - Contribution ex-TAC from CTV increased by more than 40%, significantly outpacing broader industry growth [12] - Revenue attached to IRIS_ID utilization increased by 90% sequentially in Q4 [15] Market Data and Key Metrics Changes - Customer-directed purchasing across emerging digital channels represented approximately 54% of total platform spend for the year, up from 51% in 2024 [39] - Total advertising dollars in the U.S. are expected to reach nearly $450 billion in 2026, with 70% allocated to performance budgets [24] Company Strategy and Development Direction - The company aims to capitalize on the migration of advertising dollars from linear television to CTV, positioning itself as a leader in this space [11] - The launch of Outcomes, an AI decisioning solution, is designed to compete for performance budgets against larger platforms [21] - The company is expanding its enterprise sales team to secure new flagship accounts and drive organic growth [33] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in a healthy ad environment and anticipated significant ramp-up in ad spend from new customers like Molson Coors and WHOOP [9][43] - The company expects contribution ex-TAC growth to continue outpacing the broader U.S. programmatic market, projected to grow approximately 13% [44] - Management highlighted the importance of proprietary data and AI capabilities in driving competitive advantage and sustainable growth [66] Other Important Information - The company ended Q4 with $191.2 million in cash and cash equivalents and no debt, indicating a strong financial position [42] - The share repurchase program has returned $59.6 million to shareholders since its launch [42] Q&A Session Summary Question: What drives the upward swing in growth expectations for 2026? - Management noted limited contribution from new customers in Q1, with expectations for significant ramp-up in Q2 as they begin to spend more [47] Question: How is the late-stage deal pipeline progressing? - The company has invested in building out its enterprise sales team, which is expected to replenish the sales pipeline and improve win rates against larger competitors [52] Question: Can a smaller company sustain growth against larger competitors? - Management believes proprietary data and performance capabilities provide a sustainable competitive advantage, allowing the company to outperform larger platforms [66] Question: What is the future outlook for IRIS_ID adoption? - Management expects continued growth in IRIS_ID utilization, projecting reasonable penetration to reach 70% this year [62]

Financial Data and Key Metrics Changes - Revenue for Q4 2025 increased by 22% year-over-year to $110.1 million, exceeding the high end of guidance by 5% [36] - Contribution ex-TAC for Q4 totaled $64.6 million, up 19% year-over-year, also above guidance [36] - For the full year 2025, revenue totaled $344.2 million, increasing 19% year-over-year, while adjusted EBITDA increased by 29% to $57.4 million [35][36] - Adjusted EBITDA margin expanded nearly 250 basis points year-over-year to reach 28% [35] Business Line Data and Key Metrics Changes - CTV spend on the platform reached a record high, accounting for 46% of total advertiser spend in Q4 [38] - Contribution ex-TAC from CTV increased by more than 40%, significantly outpacing broader industry growth [12] - Revenue attached to IRIS_ID utilization increased by 90% sequentially, indicating strong adoption [15] Market Data and Key Metrics Changes - Customer-directed purchasing across emerging digital channels represented approximately 54% of total platform spend for the year, up from 51% in 2024 [39] - The most-watched Winter Olympics since 2014 averaged 23.5 million U.S. viewers, expected to drive incremental ad spend [10] - The 2026 World Cup is projected to exceed a prior record of 26 million U.S. viewers, further boosting CTV ad spend [10] Company Strategy and Development Direction - The company aims to capitalize on the migration of advertising dollars from linear television to CTV, positioning itself as a leader in this space [11] - The launch of Outcomes, an AI decisioning solution, is designed to compete for performance budgets across advertisers of all sizes [21] - The company is expanding its enterprise sales team to secure new flagship accounts and drive organic growth [33] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in a healthy ad environment, with strengthening customer demand trends observed [9] - The company anticipates significant ramp-up in ad spend from new flagship customers like Molson Coors and WHOOP in the coming quarters [9][43] - For Q1 2026, the company expects revenue of $83 million-$86 million, reflecting a 20% year-over-year increase at the midpoint [43] Other Important Information - The company ended Q4 with $191.2 million in cash and cash equivalents, no debt, and a strong balance sheet [42] - The share repurchase program has returned $59.6 million to shareholders since its launch, with approximately $40.4 million remaining available [42] Q&A Session Summary Question: What drives the upward swing in growth expectations for 2026? - Management noted limited contribution from new customers in Q1, with significant ramp-up expected in Q2 as new clients begin to spend more [47] Question: How is the late-stage deal pipeline progressing? - The company has invested in building out its enterprise sales team, which is expected to replenish the sales pipeline and improve win rates against larger competitors [52] Question: Can a smaller company sustain growth against larger competitors? - Management believes proprietary data and the ability to deliver performance will allow the company to compete effectively against larger platforms [63] Question: What is the competitive moat of IRIS_ID? - The company has seen strong adoption of IRIS_ID, with performance improvements driving higher bids from marketers, which in turn encourages more content owners to carry the ID [62]

Viant Technology Conference Summary Company Overview - **Company**: Viant Technology (NasdaqGS:DSP) - **Founded**: 1999 by Chris Vanderhook and his brother - **Business Model**: Initially focused on early internet advertising, transitioned to a self-service Demand-Side Platform (DSP) after acquiring Adelphic in 2015 and going public in 2021 [3][7][8] Industry Landscape - **Current Competitors**: Major players include Google, The Trade Desk, Yahoo, and Amazon [10] - **Market Dynamics**: The digital advertising landscape has consolidated, with a few key DSPs dominating the market [10] Key Strategic Focus Areas 1. **Addressability**: - **Household ID**: Achieves 80% addressability on bid requests, resolving 15 million requests per second [16] - **Competitor Comparison**: The Trade Desk has 20% addressability; LiveRamp ranges from 30%-35% [18] - **CTV Focus**: 90% addressability in Connected TV (CTV) advertising [16] 2. **Data Assets**: - **IRIS ID**: Provides content intelligence for targeted advertising in CTV, enhancing relevance for marketers [21][22] - **Content Partnerships**: Collaborations with major content owners to improve ad targeting [22][23] 3. **ViantAI**: - **AI Bidding**: Launched two years ago, with 85% customer adoption, saving clients 40% compared to human bidding [28] - **AI Planning**: Automates media planning in 60 seconds, with 30% customer adoption [30] - **AI Analysis & Measurement**: Automates insights generation for campaign performance [31] - **AI Decisioning**: Launched "Outcomes," a fully autonomous ad product aimed at reducing decision latency [32][34] Competitive Positioning - **Market Opportunity**: Targeting the $400 billion digital advertising market, with a focus on performance-based advertising [35] - **Differentiation**: Unlike competitors, Viant aims to deliver incremental growth for brands rather than just maintaining existing sales [38][39] - **CTV Advantage**: CTV channel shows 150%-200% growth potential compared to Google and Meta [47] Financial Insights - **Customer Base Expansion**: Recent win with Molson Coors highlights Viant's ability to attract larger clients traditionally served by competitors like DV360 [65] - **Unique Value Proposition**: Emphasizes the importance of unique data and inventory access to drive client decisions [66] Challenges and Risks - **Competitive Threats**: Acknowledges Amazon as a significant competitor due to its low cost of capital and aggressive pricing strategies [61][62] - **Market Perception**: Concerns about the durability of software business models in the face of AI advancements [50][53] Conclusion Viant Technology is strategically positioned in the digital advertising landscape with a focus on addressability, unique data assets, and AI-driven solutions. The company aims to differentiate itself by delivering performance-based advertising solutions that drive incremental growth for clients, particularly in the CTV space. However, it faces competitive pressures from established players like Amazon and must navigate market perceptions regarding the sustainability of its business model.

Financial Data and Key Metrics Changes - Revenue for Q3 2025 was $85.6 million, representing a 7% year-over-year increase and a 10% quarter-over-quarter increase, exceeding the midpoint of guidance [32] - Contribution XTAC totaled $53 million, up 12% year-over-year and 10% sequentially, reaching the high end of guidance [32] - Adjusted EBITDA for Q3 was $16 million, growing 9% year-over-year and 42% sequentially, with an adjusted EBITDA margin of 30% [38] Business Line Data and Key Metrics Changes - Excluding political ad spend from the prior year, Q3 revenue increased 19% year-over-year, and contribution XTAC increased 22% year-over-year on a pro forma basis [33] - CTV accounted for a record high of 46% of total platform spend, with nearly half running through Direct Access premium publishers [36] - Revenue attached to the Iris ID more than doubled sequentially versus the prior quarter, indicating strong demand for contextually targeted campaigns [15] Market Data and Key Metrics Changes - Spend across emerging digital channels, including CTV, streaming audio, and digital out of home, represented approximately 56% of total platform spend in Q3, up from 50% in 2024 and 43% in 2023 [36] - The majority of leading streaming services have joined the Direct Access program, enhancing the platform's capabilities [12] Company Strategy and Development Direction - The company aims to maintain its dominant position in the mid-market while expanding up-market with major U.S. advertisers and down-market to performance advertisers [23] - The launch of AI Decisioning is expected to enhance the self-service capabilities of the platform, making it more accessible for SMBs and direct-to-consumer e-commerce companies [29] - The partnership with Molson Coors highlights the company's ability to attract major U.S. brands seeking data-driven campaigns [25] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in the underlying performance of the business, with expectations for accelerating growth in 2026 driven by new client onboarding [44] - The company anticipates significant EBITDA margin expansion in 2026, supported by improved operational efficiencies and the integration of recent acquisitions [44] Other Important Information - The company ended Q3 with $161 million in cash and cash equivalents, no debt, and full access to a $75 million credit facility [39] - The share repurchase program has returned $59.6 million to shareholders since its launch, signaling confidence in long-term value [40] Q&A Session Summary Question: What is the difference with the third AI product launching in Q4? - Management indicated that AI Decisioning will complete the Viant AI suite, enabling full self-driving capabilities for ad campaigns, reducing the need for human intervention [51][52] Question: Is the 600 basis point headwind from a merger client a one-time issue? - Management clarified that the headwind is primarily from a seasonal client and will not significantly impact other quarters [48] Question: How does the company plan to grow awareness among SMB advertisers? - The strategy includes channel partnerships and a self-service sign-up flow to attract direct-to-consumer e-commerce companies [58][60] Question: What is the expected incremental spend from the Molson Coors partnership? - While specific figures cannot be disclosed, management expects the partnership to scale over time, contributing to the $250 million incremental spend pipeline [62] Question: How does the competitive environment look with companies like Amazon and Google? - Management noted that competition remains consistent, with Viant's objective buy-side approach differentiating it from competitors who have conflicts of interest [64][66]

Financial Data and Key Metrics Changes - Revenue for Q3 2025 was $85.6 million, representing a 7% year-over-year increase and a 10% quarter-over-quarter increase, exceeding the midpoint of guidance [29] - Contribution XTAC totaled $53 million, up 12% year-over-year and 10% sequentially, reaching the high end of guidance [29] - Adjusted EBITDA for Q3 was $16 million, growing 9% year-over-year and 42% sequentially, exceeding guidance by 7% [35] Business Line Data and Key Metrics Changes - Excluding political ad spend, revenue increased 19% year-over-year, and contribution XTAC increased 22% year-over-year on a pro forma basis [30] - CTV ad spend reached a record high, accounting for 46% of total platform spend, with nearly half running through Direct Access premium publishers [32] - Contribution XTAC across the top 100 customers grew by 18% year-over-year on a trailing 12-month basis [31] Market Data and Key Metrics Changes - Spend across emerging digital channels, including CTV and streaming audio, represented approximately 56% of total platform spend in Q3, up from 50% in 2024 and 43% in 2023 [32] - The majority of leading streaming services have joined the Direct Access program, enhancing CTV ad spend [11] Company Strategy and Development Direction - The company aims to maintain its dominant position in the mid-market while expanding up-market with major U.S. advertisers and down-market to performance advertisers [21] - The launch of AI Decisioning is expected to enhance the self-service capabilities of the platform, targeting SMBs and direct-to-consumer e-commerce companies [25][44] - The partnership with Molson Coors highlights the company's ability to attract major U.S. brands seeking data-driven campaigns [24] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in the underlying performance, with expectations for accelerating growth in 2026 driven by new client onboarding [40] - The company anticipates easing headwinds from political ad spend starting in Q1 2026, which will positively impact revenue growth [39] - Management noted that the competitive landscape is evolving, with a focus on objectivity and independence in advertising solutions [51][53] Other Important Information - Non-GAAP net income for Q3 was $11.2 million, down 9% year-over-year, primarily due to lower interest income and higher income tax expense [35] - The company ended the quarter with $161 million in cash and cash equivalents and no debt, indicating a strong financial position [36] Q&A Session Summary Question: What is the significance of the third AI product being launched? - The third AI product, AI Decisioning, will complete the Viant AI suite, enabling full automation of ad campaigns, making it easier for advertisers to achieve their goals [44] Question: How will the merger client impact guidance? - The merger client was seasonal, and the significant impact was primarily in Q3, with minimal ongoing headwind expected [43] Question: Has competition increased from Amazon DSP? - No significant increase in competition was noted, with Amazon's DSP being a small portion of their revenue [45] Question: How will the company grow awareness among SMB advertisers? - The company plans to leverage channel partnerships and focus on demonstrating true performance to attract SMBs [46] Question: What is the expected incremental spend from the Molson Coors partnership? - While specific figures cannot be disclosed, the partnership is expected to scale significantly over the years [49] Question: How does the company view the competitive environment? - The competitive landscape is perceived as narrowing, with a focus on objectivity and serving the interests of marketers [51][53]

Financial Data and Key Metrics Changes - Revenue for Q2 2025 was $77.9 million, representing an 18% year-over-year increase and a 10% quarter-over-quarter increase, within guidance range [33] - Contribution ex TAC totaled $48.4 million, up 16% year-over-year and 13% sequentially, also within guidance range [33] - Adjusted EBITDA for Q2 was $11.3 million, exceeding the midpoint of guidance by 3% and growing 18% year-over-year [37] - Non-GAAP net income was $8 million, up 11% from $7.2 million in the prior year [38] Business Line Data and Key Metrics Changes - CTV accounted for approximately 45% of total ad spend on the platform, with CTV spend reaching an all-time high for a second quarter [35][36] - Ad spend linked to Household ID increased 15% year-over-year, indicating strong utilization among advertisers [10] - Contribution ex TAC across the top 100 continuing customers grew by 21% year-over-year on a trailing twelve-month basis [34] Market Data and Key Metrics Changes - Spend across emerging digital channels, including CTV, streaming audio, and digital out-of-home, represented nearly 55% of total platform spend in Q2, up from 50% in 2024 [36] - Video, inclusive of CTV, continues to represent 60% of total platform spend, reflecting a shift towards high-impact measurable performance [36] Company Strategy and Development Direction - The company is focusing on expanding its addressable market beyond mid-market advertisers to include major US advertisers and data-driven advertisers [22][30] - Viant AI is positioned as a fully autonomous solution aimed at improving operational efficiency and cost savings for advertisers [19][31] - The company plans to continue investing in innovation across its product suite, particularly in Viant AI, to capture a larger share of the market [44] Management's Comments on Operating Environment and Future Outlook - Management acknowledged temporary disruptions due to economic policy actions affecting revenue growth, estimating a headwind of approximately 1,200 basis points for Q3 [34][42] - Despite these challenges, the company remains optimistic about long-term growth, supported by a pipeline of new business opportunities exceeding $250 million in ad spend [35][43] - The company expects to see accelerating revenue and contribution ex TAC growth rates throughout 2026 [44] Other Important Information - The company has a strong balance sheet with $173 million in cash and cash equivalents and no debt [39] - A new board member, Brett Wilson, was welcomed, bringing extensive experience in technology and advertising [20] Q&A Session Summary Question: How does Viant AI stand out in a crowded market? - Management emphasized the importance of addressability solutions and the patented Household ID for effective targeting and measurement [48][49] Question: What is involved in the sales team switch to going more upmarket? - The company is actively hiring an enterprise team to target larger customers while maintaining focus on mid-market advertisers [50][51] Question: Can you expand on the $250 million in incremental ad spend? - Management confirmed that the $250 million is incremental and represents opportunities in a sector where the company has not heavily competed before [62][63] Question: What is the impact of losing a sizable advertiser? - The impact on Q3 is significant due to seasonality, but minimal effects are expected in future quarters [59] Question: How does the company plan to build direct relationships with brands? - The company is investing in its salesforce to strengthen direct relationships with advertisers and reduce reliance on agency partners [83]

Financial Data and Key Metrics Changes - Revenue for Q1 2025 was $70.6 million, representing a 32% year-over-year increase and exceeding guidance by 4% [40] - Contribution ex TAC totaled $42.7 million, up 25% year-over-year, marking the seventh consecutive quarter of over 20% growth [40] - Adjusted EBITDA increased 76% year-over-year to $5.4 million, exceeding guidance by more than 27% [44] - Non-GAAP net income was $2.8 million, up 109% from the prior year [45] Business Line Data and Key Metrics Changes - CTV accounted for over 45% of total platform spend, reflecting its dominance and the highest mix on record [42] - Ad spend linked to Household ID surged 33% year-over-year, indicating strong demand for addressability solutions [16] - The number of customers generating over $1 million in contribution ex TAC increased by 37% on a trailing twelve-month basis [41] Market Data and Key Metrics Changes - Emerging digital channels, including CTV, streaming audio, and digital out of home, represented 54% of total platform spend, the highest combined share in history [43] - Video, including CTV, accounted for 62% of total platform spend, highlighting the shift towards high-impact formats [43] Company Strategy and Development Direction - The company aims to be the premier DSP for CTV advertising, with a strategic focus on CTV dominance [12] - Viant's addressability solutions, Household ID and Iris ID, are positioned to capture market share as advertisers prioritize data-driven campaigns [16][34] - The company is investing in AI to enhance operational efficiency and improve return on ad spend for clients [20][34] Management's Comments on Operating Environment and Future Outlook - Management noted that ad spend has remained strong despite macroeconomic uncertainties related to tariffs, with limited impact observed [9][10] - The company anticipates that any delayed spending will be realized in the second half of 2025, maintaining a positive long-term growth outlook [49] - Management expressed confidence in navigating near-term challenges while capitalizing on secular growth trends in CTV and addressability [51] Other Important Information - The company has a solid financial foundation with $174 million in cash and cash equivalents and no debt [45] - A recent court ruling affirmed Google's monopolistic practices in ad tech, which could present opportunities for Viant to attract ad spend from advertisers seeking alternatives [23][24] Q&A Session Summary Question: What are you hearing from customers today regarding CTV and potential downside risks? - Management noted strong growth in CTV and limited delays in spending from a small number of advertisers affected by tariffs, indicating resilience in the advertising market [53][58] Question: How confident are you that delayed spending will materialize in the second half of the year? - Management expressed high confidence based on scheduled investments in the platform, indicating that money is being moved rather than lost [76] Question: How does Household ID differentiate from Google's new IP address implementation? - Management clarified that Household ID focuses on people-based identifiers linked to physical addresses, while Google's approach involves digital identifiers like IP addresses, which are less effective for targeted advertising [78][82]

Financial Data and Key Metrics Changes - Revenue for Q1 2025 was $70.6 million, representing a 32% year-over-year increase and exceeding guidance by 4% [36] - Contribution ex TAC totaled $42.7 million, up 25% year-over-year, marking the seventh consecutive quarter of over 20% growth [36][38] - Adjusted EBITDA increased 76% year-over-year to $5.4 million, exceeding guidance by more than 27% [40] - Non-GAAP net income was $2.8 million, up 109% from the prior year [41] Business Line Data and Key Metrics Changes - CTV accounted for over 45% of total platform spend, the highest mix on record, reflecting strong growth in this segment [38] - Ad spend linked to Household ID surged 33% year-over-year, indicating strong demand for addressability solutions [14] - The share of emerging digital channels, including CTV, streaming audio, and digital out of home, represented 54% of total platform spend, the highest in history [39] Market Data and Key Metrics Changes - The advertising environment showed resilience, with year-over-year growth rates for revenue and contribution ex TAC increasing each month in Q1 2025 [6][7] - The company serves over 1,000 advertisers, with no single advertiser representing more than 5% of total ad spend, indicating a diversified customer base [8] Company Strategy and Development Direction - The company aims to strengthen its position as the premier DSP for CTV advertising, with a focus on direct access to premium inventory [11][12] - The strategic priorities include CTV, addressability, and Viant AI, with a commitment to innovation and efficiency [10][35] - The company anticipates that CTV will become the cornerstone of every advertiser's marketing strategy, with other digital channels serving complementary roles [12] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in navigating macroeconomic uncertainties, citing limited impact from recent tariff announcements [7][8] - The company expects continued strong demand for CTV and addressability solutions, with a positive outlook for the second half of 2025 despite some delayed spending [45][46] - Management highlighted the importance of educating advertisers on the effectiveness of CTV and incremental lift measurement [58][60] Other Important Information - The company has a strong cash position with $174 million in cash and cash equivalents and no debt [41] - A $50 million increase to the share repurchase authorization was announced, reflecting confidence in the company's market positioning [44] Q&A Session Summary Question: Customer sentiment and CTV's role in mitigating risks - Management noted limited delays in spending from a small number of advertisers, primarily in consumer goods, but overall resilience in the advertising market [53][54] Question: Convincing advertisers to shift spend from search and social - The focus is on educating advertisers about consumer journeys and the effectiveness of CTV, with a growing preference for measuring incremental lift [58][60] Question: Confidence in delayed spending materializing in the second half - Management expressed high confidence based on scheduled platform activity, indicating that delayed spending is being replaced [69] Question: Differentiation of Household ID compared to Google's offerings - Household ID focuses on people-based identifiers linked to physical addresses, contrasting with Google's use of IP addresses, which are less effective for targeted advertising [71][75]