Advertisers Complain Netflix Limits IP Address Data

Advertisers working with Netflix are currently having trouble with the customer data from the streaming company. According to AdExchanger, “ad buyers and buy-side ad tech execs exhort Netflix for more data to justify their spend…they receive insufficient IP address data from Netflix for geotargeting campaigns or cross-platform measurement.”

IP addresses are important data for advertisers. Like traditional methods of advertising, a targeted commercial is more successful because the content is tailor-made for the audience. Through IP addresses, advertisers can develop different types of advertising, select the right products to sell, or offer the right service. 

According to the report, some advertisers receive an “abridged” IP address, basic IP address information, while others did not receive IP address information from the streaming giant.

Netflix’s Data for Advertisers

Netflix’s latest announcement for its advertisers did not specifically say it will not share any IP addresses. However, they are announcing the expansion of Netflix Ads Suite. The expansion will not only focus on geographical statistics, but also expand tools that help advertisers learn more about their targets. Tools such as Audience Insights API and Reach Curve API are now available for efficient targeted campaigns with effective reach. More upgrades such as collaboration with Amazon Web Services and tech integrations are coming soon.

Based on their announcement, Netflix may not provide any IP addresses. However, advertisers are given extensive information about their customers that could help them determine how and where to run any ads.

Accuracy of IP Address

One of the main reasons advertisers prefer IP addresses is because of their location accuracy. However, its accuracy remains a concern. According to ipify.org, an IP address can be accurate up to 99% in determining the user’s country, but accuracy drops to 85% for city accuracy. For advertisers, an IP address is useful for nationwide campaigns, but a targeted, small campaign will face challenges.

Aside from accuracy concerns, some users are also wary of sharing their IP addresses. VPN, or Virtual Private Network, is increasingly popular because it helps users encrypt their connection and gives them the chance to access geo-locked services. According to a study by Authorea, around 1.75 billion people use VPN as of 2025. A complete picture of user location based on IP address alone is nearly impossible.

Security vs. Tracking

Netflix’s decision not to share users’ IP addresses with advertisers may be a business strategy that balances advertisers’ needs with user privacy. Advertisers will have a full suite of tools that will allow them to learn more about Netflix’s clients - while it’s not indicated, location is most likely one of the data offered to advertisers.

In the end, advertisers are not necessarily grumbling about the IP address itself but about the data they could get from Netflix. The streaming giant, on the other hand, is obligated in some way to provide information to advertisers without risking its users’ privacy. An IP address may not be pinpoint accurate; users are still wary of online companies sharing their IP address with advertisers.