IP blocking is a security measure that prevents specific IP addresses from accessing a website, network, or online service. It acts like a virtual bouncer, keeping unwanted visitors away from your digital property. For advertisers, IP blocking is a crucial tool in the fight against click fraud and invalid traffic.
How IP blocking works
When someone tries to access your website or click your ads, their IP address is checked against a blocklist. If their IP address appears on the list, they are automatically denied access. The process happens instantly, protecting your ads and website from suspicious traffic.
Why advertisers use IP blocking
Click fraud costs advertisers billions of dollars each year. Fraudsters use automated click bots and click farms to generate fake clicks on ads. These invalid clicks waste advertising budgets and skew campaign data.
IP blocking helps identify and stop sources of fraudulent activity. Once a suspicious IP address is detected, it can be blocked to prevent further fake clicks.
Types of IP addresses to block
- Known bot networks and click farms
- Competitor IP addresses engaging in click fraud
- Data centers and hosting providers often used by fraudsters
- VPNs and proxy services that mask true IP addresses
- Geographic regions with high fraud rates
Limitations of IP blocking
While effective, IP blocking isn't perfect. Fraudsters can switch IP addresses easily using VPNs or proxy servers. They may also have access to large pools of legitimate residential IP addresses.
This is why IP blocking works best as part of a broader fraud prevention strategy. It should be combined with other methods like behavior analysis and machine learning.
Best practices for IP blocking
Regular monitoring and list updates are essential for effective IP blocking. Keep your blocklists current by adding new suspicious IPs and removing false positives. Consider using automated fraud detection tools that update IP blocklists in real-time.
Be careful not to block legitimate users. Some shared IP addresses may include both good and bad traffic. Always verify suspicious activity before blocking an IP range.
