IPv6 — or “Internet Protocol Version 6” — is an upgrade over the internet’s current Internet Protocol infrastructure, IPv4.
In this post, Pixalate shares new data regarding which Internet Service Providers (ISPs) are supporting the most IPv6-enabled traffic, and whether or not IPv6 traffic patterns differ between devices and connection types (such as Home Internet vs. Cellular).
Marketers should care about IPv6 adoption rates because it leads to improved targeting and measurement capabilities. As IPv6 grows in prevalence, the industry-wide discussion on quality will be naturally nudged in the right direction.
In short, every computer connected to the internet is given an address (your IP addresses). The current standard (IPv4) provides addresses that are 32 bits long.
The IPv4 framework unlocks about 3.4 billion unique addresses. However, given the explosion of the Internet of Things (IoT), we are faced with the needed for more IP addresses.
Enter IPv6, which allows for 128-bit addresses. This unlocks roughly 340 trillion, trillion, trillion unique addresses.
You can test your IPv6 compatibility here.
Based on Pixalate’s October 2017 data, here are the top 10 ISPs in terms of raw IPv6-enabled traffic. This data is reflective of the programmatic marketplace from October 2017.
Nearly two-thirds (61.6%) of programmatically-served mobile app ad impressions are delivered to an IPv6-enabled device, according to Pixalate’s data. That’s the highest rate among all major devices:
According to Pixalate’s data, whether or not a mobile device is IPv6-enabled might depend on whether or not the user is accessing the internet via a home-based connection (like WiFi) or via cellular data.
While the above pie chart shows the top 10 ISPs in terms of overall IPv6-enabled traffic, this list represents the top 10 ISPs in terms of the percentage of their traffic that is IPv6-enabled. This data is based on Pixalate’s measurements from October 2017.
Only four companies appear on both top 10 lists (most raw IPv6-enabled traffic, and highest percentage of traffic that is IPv6-enabled):
Cox (9.27%), Sprint PCS (8.99%), Time Warner Cable (8.74%), AT&T Wireless (6.84%), and Spectrum (2.51%) are among the top companies in terms of raw IPv6-enabled traffic, but all have below 10% of total traffic supporting IPv6.
The above image comes from Google's IPv6 tracker. The data represents the percentage of users that access Google over IPv6. The figure has increased from:
Want more data-driven insights? Sign up for our blog!
Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”