Digital Envoy launches LocID Graph to update identity graphs

Digital Envoy has launched LocID Graph, a product aimed at advertisers that use identity graphs.

It is designed to keep those graphs updated as IP addresses change during a campaign, linking shifting digital identifiers back to a stable household reference based on location rather than personal data.

IP addresses are widely used as a signal in identity graphs, but internet service providers can reassign them. That can disrupt an advertiser's view of a household over time and affect targeting, frequency controls and attribution.

LocID Graph is intended to address that problem by using what Digital Envoy describes as a physical-first anchor tied to a household location. As IP addresses rotate or consumers move between networks, the system maps those changes back to a consistent identifier.

Market Shift

The launch comes as advertisers and ad tech groups look for ways to maintain audience accuracy while reducing reliance on sensitive personal information. Digital Envoy says the product is built on a privacy-first framework and intended for use across international markets.

The system supports dynamic identity graph updates, cross-channel activation and measurement. In practice, advertisers can refresh IP-to-household associations, use the same identity signals across channels such as connected TV and mobile, and attribute conversions to the same household even if the IP address changes during a campaign.

Charlie Johnson, Senior Vice President & General Manager, LocID & International, Digital Envoy, said the launch reflects broader market changes.

"The industry is moving away from a 'quantity-over-quality' approach to identifiers," Johnson said.

"LocID Graph is a direct response to market demand for more resilient data. By anchoring digital signals to a physical reference point, we are giving our partners the stability they need to build long-term value in their identity stacks," he added.

Testing Phase

Digital Envoy says the product is under active evaluation with major clients in the United States, the United Kingdom and Europe. In recent tests with clients that supplied street-level CRM data, updated IP addresses were mapped back to stable LocID identifiers while preserving a one-to-one relationship with the intended household.

The result highlights a key commercial issue for advertisers. If a household is exposed to an advert at the start of a month-long campaign and later converts under a different IP address, advertisers need confidence that both events are linked to the same household record.

Vinod Kashyap, Chief Product Officer at Digital Envoy, said the product was developed to address what the company sees as a persistent weakness in identity graphs.

"Our goal was to solve targeting decay, which is the silent cost embedded in most identity graphs," Kashyap said.

"With LocID Graph, ad tech platforms no longer have to guess whether a new IP address belongs to an existing profile. We deliver the connective tissue that turns volatile signals into reliable, measurable reach - campaign after campaign," he added.

Digital Envoy is best known for IP-based geolocation and has operated in that market since the late 1990s. The launch of LocID Graph extends that position into the identity space, where advertisers are trying to balance accuracy, privacy and measurement as digital identifiers become less stable and more tightly scrutinised.

According to the company, clients in testing were able to maintain a 1:1 relationship with the intended household despite network volatility.