New APIs are reshaping digital advertising, but a new study finds that IP address matching is missing the mark.

Connect to a VPN and you'll be assigned a random IP address from one of the VPN servers – and you'll share this IP address with thousands of other users. This sharing model has its advantages, like ...

Your IP address is something you usually don't need to think about—in fact you might never have heard of it before—but it's an important little piece of information attached to every device on your ...