IP Obfuscation - Benefits

[TimeIndicator]

Hi,

Can someone please let me know what is the benefit of turning off 'IP Obfuscation'?  Does scale improve when it comes to destination mapping with ad server and does it provide more accuracy when it comes to GEO location?

Thanks

[shweta_singh · Accepted solution]

Hi TimeIndicator

Below is some documentation about IP obfuscation.

IP Address Obfuscation

Regarding geo location in general, this is from the documentation (https://marketing.adobe.com/resources/help/en_US/aam/data_privacy.html): "Customers can use the Geographic Segmentation feature that allows the customer to map out visitor location by geographic area in either case, but with some slight loss of precision when IP obfuscation is being used".

Besides the traits that contain geo location and "h_ip" signals (maybe "h_x-forwarded-for" as well), we don't think so other traits would be impacted by turning off IP obfuscation.

Regards,

Shweta