Commerce Media Tech Partners With IPinfo to Bring Accuracy-First Data Into AdTech

Commerce Media Tech (CMT) announced a strategic data partnership with IPinfo, the internet data company, marking a deliberate break from consensus-based IP geolocation models that prioritize alignment over verification. The partnership anchors CMT’s next-generation platform in accuracy-first, evidence-driven IP intelligence grounded in direct internet measurement.

AdTech’s Costliest Blind Spot: Inaccurate Data

Bad data has become one of the most expensive and least visible problems in AdTech, quietly undermining performance across the ecosystem. Inaccurate IP signals lead to wasted ad spend, misclassified traffic, regional mistargeting, and flawed optimization decisions that compound — at a time when advertisers face rising customer acquisition costs and heightened scrutiny on performance and accountability.

One reason these issues persist is the industry’s reliance on consensus-based geolocation, an approach where providers align on the same answer, even when that answer is wrong. While consensus reduces discrepancies and disputes, it also entrenches flawed assumptions and normalizes error at scale.

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“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.”

As advertiser expectations rise – driven by fraud scrutiny, supply-chain transparency, and pressure to justify spend – the limitations of consensus-based data have become increasingly difficult to ignore. Platforms now require signals that can be challenged, audited, and corrected as the internet evolves.

CMT Rejects Consensus-Based Data Models

CMT has taken the view that consensus-based geolocation is no longer fit for purpose.

“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.”

SOURCE: BusinessWire