As advertisers demand greater transparency and accountability from digital advertising platforms, Commerce Media Tech has announced a new partnership with IPinfo aimed at improving data accuracy across the AdTech ecosystem. The collaboration introduces measurement driven IP intelligence designed to replace traditional consensus based geolocation models that have long shaped advertising targeting and performance analysis.
The Commerce Media Tech IPinfo partnership centers on integrating verified internet measurement data into CMT’s next generation advertising and monetization platform. The move reflects a growing industry shift toward evidence based data signals as brands and agencies face rising customer acquisition costs, increased fraud scrutiny, and mounting pressure to demonstrate measurable performance outcomes.
Commerce Media Tech stated that inaccurate IP data remains one of the most costly yet overlooked challenges in digital advertising. Errors in geolocation signals can lead to mistargeted campaigns, misclassified traffic, and flawed optimization decisions that compound over time. Historically, many providers relied on consensus based models, where data vendors align results with industry averages even when those results may be incorrect.
“Historically, alignment mattered more than accuracy because accuracy was difficult to verify,” said Paul Heywood, co-CEO of IPinfo. “Measurement-driven IP data changes that. When you can validate results with evidence, accuracy becomes something the entire ecosystem can align on.”
By partnering with IPinfo, CMT is adopting an accuracy first approach grounded in direct internet measurement rather than inferred alignment. Founded in 2011 and part of Team Internet Group, Commerce Media Tech provides performance advertising and monetization solutions for ecommerce businesses and is expanding its capabilities into areas such as retail media and advanced attribution.
“Advertisers no longer accept opaque signals or inherited assumptions,” said Bartosz Bielecki, Chief Commercial Officer at CMT. “They expect data that is verifiable, trustworthy, and transparent. Our partnership with IPinfo reflects a shared belief that accuracy not consensus will define the next era of performance and trust in AdTech.”
At the core of the collaboration is ProbeNet, IPinfo’s proprietary internet measurement platform, which conducts more than 35 billion measurements each week across over 1,300 global points of presence. This system continuously validates how traffic moves across networks, enabling more precise location identification and improved detection of invalid traffic.
For advertisers and publishers, the integration is expected to deliver stronger trust signals, improved targeting accuracy, and more reliable campaign measurement. Verified IP intelligence also supports evolving retail media strategies, where accurate regional data plays a critical role in audience segmentation and attribution.
“The momentum we’re seeing in AdTech is toward measurable, evidence-driven data,” said Ben Dowling, founder and co-CEO of IPinfo. “ProbeNet was built to reveal what’s actually happening on the internet, and we’re excited to support CMT’s vision for a higher-integrity advertising ecosystem.”
The Commerce Media Tech IPinfo partnership signals a broader transformation within digital advertising as platforms prioritize auditable data infrastructure. As performance marketing increasingly depends on precise signals, the industry is moving away from consensus based assumptions toward measurable accuracy, positioning verified data as a foundation for trust, efficiency, and long term growth in AdTech.
Recommended Marketing News:
- SoundHound AI Unveils Sales Assist Agent at MWC 2026
- Clinch Launches AI Creative Template Catalog for Scalable Ad Production
- Koah Raises $20.5 Million To Scale AI Native Monetization Platform
For media inquiries, you can write to our MarTech Newsroom at info@intentamplify.com
