Bedrock Adopts LocID to Solve IP Signal Instability, Enabling Clearer, More Reliable Audience Insights & Activation
by on 16th Dec 2025 in News
Digital Envoy, the leader in IP intelligence and high-quality, consent-based location data, has today (16th December, 2025) announced its partnership with Bedrock Platform, the next-generation, media buying infrastructure provider built for the AI age. The partnership enables Bedrock Platform customers to benefit from LocID, keeping IP-based identity signals consistent across campaigns for cleaner coordination, dependable reach, and more reliable measurement.
While IP addresses are often treated as a universal identifier for targeting and cross-channel matching, their volatility can undermine precision, increase costs, and complicate attribution. With LocID fully integrated into Bedrock Platform, advertisers gain a stable, location-based identifier that stays consistent even as IP addresses shift. Positioned at the network layer, LocID transforms ever-shifting IP addresses into a powerful backbone for delivery, measurement, and smarter decision-making.
This added consistency directly supports Bedrock Platform’s mission to unify and streamline audience activation across connected TV, digital out-of-home, audio, and other addressable channels. With a privacy-safe anchor that keeps audience data, campaign curation, delivery, and attribution aligned, LocID empowers Bedrock Platform to reduce signal waste, sharpen performance insights, and deliver the efficient, ROI-focused advertising experience clients expect. Together, Bedrock Platform and Digital Envoy are helping advertisers capture more value from every impression through clearer signals and smarter activation.
"As media buyers increasingly look to execute cross-channel campaigns and high-impact formats as part of a media mix that reflects changing consumer habits, robust measurement capabilities to guide effective decision-making and performance become even more critical," commented Shane Shevlin, CEO at Bedrock Platform. "LocID brings a valuable data layer that will improve the reliability of location-based targeting, campaign measurement and attribution, especially for CTV environments where location is often an integral element of identity, helping buyers feel confident in activation and optimisation."
"When the core signal is strong, every downstream action improves. By aligning audience segments and performance insights across channels, our partnership with Bedrock Platform provides the strategic certainty advertisers require to drive effectiveness, accountability, and stronger returns," said Charlie Johnson, VP, international, Digital Envoy. "Within Bedrock Platform’s Unified Activation Platform, that stability unlocks its full power, helping advertisers activate with confidence, measure with clarity, and capture more value from every impression."
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