IP地理信息关键问题研究及实践

Research and Practice on the Key Problems of IP Geographic Information

为了满足行业的需要，促进互联网广告市场健康、快速的发展，互动分会成立十余年来，始终秉承“用规范促发展”的原则，在行业发展中发挥着积极的纽带和桥梁作用。2016年7月，IP地理库项目正式转入商业化技术与产品研发创新的阶段。同年，发布了基于IP深入挖掘，满足我国市场急需的广告可见性要求，保证互动广告行业运作模式的规范性和可复制性。截止至2017年12月，使用国址地IP库的单位超过100家。为了充分提升IP地理信息库的商业价值，中关村互动营销实验室发起对《地理信息关键问题研究及实践》项目研究。旨在满足市场对IP地理信息、不断增长的个性化和国际投放的需求，探索利用最新技术和方法论，实现新一轮提升。本文着重研究选定与IP可定位性有关的几个问题一——如IP分段问题、IP地址分类问题对可定位性的影响、策略路由问题，并就建立IP地理信息库的计算方法、国址地IP库的制作与实施方案等技术实施问题进行了分析。

In order to meet the needs of the industry and promote the healthy and rapid development of the Internet advertising market, the Interactive Internet Advertising Committee of China （hereinafter referred to as the ＂IIACC＂） has been adhering to the principle of ＂promoting development with standards＂ since it was founded more than 10 years ago, playing an active connection in the development of the industry. In July 2016, the IP Geo-Library Project of IIACC officially opened up commercial and high-tech R＆D and innovation. In the same year, the Committee also released the requirements of IP-based mining that is applicable to the visibility of ads in the Chinese market, uniting the standards of domestic interactive ads and guaranteeing the normative and reproducible ＂Advertising Visibility Standards ＂. As of December 2017, there are more than 100 units using the IP Library . In order to fully enhance the commercial value of the IP standard library, Zhongguancun Interactive Marketing Lab initiated the project on ＂Research and Practice of Key Issues in IP Geographic Information＂. Designed to meet market demands for IP geographic information, increasing individuation and international delivery, it explores the use of the latest technologies and methodologies for a new round of improvement. This paper focuses on several issues related to IP locality selection, such as IP fragmentation problem, the inttuence of IP address classification to localizability, strategy routing problem, and the calculation method of IP geographic information base, as well as the technical problems related to the set-up and implementation of IP library are analyzed.