IP Addresses

An IP address, short for Internet Protocol address, is a unique string of numbers that identifies a device using the Internet Protocol to communicate over a network.

There is a common misconception that a mobile device’s IP address is always unique and permanent from the perspective of the server it communicates with. This is not the case. Mobile devices make requests through a WiFi network or a cellular network. On a WiFi network, every requesting device will inherit the IP address of the WiFi router. This means all users on the same WiFi will have the same IP address. This happens on cellular networks, as well. When users are in similar geographical locations using the same cellular network, the devices will inherit the IP address of the nearest cellular router.

This lack of uniqueness is what makes device fingerprinting inaccurate. This is why Branch has developed a People-Based Attribution solution.

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