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

The partnership aims to address the AdTech industry's reliance on consensus-based geolocation data that prioritizes alignment over verification.

Published on Feb. 27, 2026

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Commerce Media Tech (CMT) has announced a strategic data partnership with IPinfo, an internet data company, to bring more accurate and evidence-driven IP intelligence into its AdTech platform. The move marks a deliberate break from the industry's reliance on consensus-based IP geolocation models, which CMT believes prioritize alignment over verification and have become a costly blind spot for advertisers.

Why it matters

Bad data and inaccurate IP signals have become one of the most expensive and least visible problems in AdTech, leading to wasted ad spend, misclassified traffic, regional mistargeting, and flawed optimization decisions. By anchoring its platform in IPinfo's measurement-driven IP intelligence, CMT aims to provide advertisers, publishers, and retail media partners with more precise, trustworthy data that can be audited and defended.

The details

IPinfo's approach is centered around ProbeNet, its proprietary internet measurement platform that performs over 35 billion measurements per week across more than 1,300 global points of presence. This continuous, active validation enables IPinfo to verify how traffic actually moves across the internet, delivering unmatched visibility into network behavior and location accuracy. For CMT, this translates into more precise location data, reduced invalid traffic exposure, stronger trust signals, and higher-quality outcomes for its clients.

  • The partnership between CMT and IPinfo was announced on February 27, 2026.

The players

Commerce Media Tech (CMT)

A performance AdTech company providing commerce media solutions for advertisers, publishers, and retailers. Part of Team Internet Group PLC.

IPinfo

An internet data company that provides measurement-driven IP intelligence grounded in direct internet measurement.

Bartosz Bielecki

Chief Commercial Officer at Commerce Media Tech.

Paul Heywood

Co-CEO of IPinfo.

Ben Dowling

Founder and co-CEO of IPinfo.

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What they’re saying

“Our partnership with IPinfo reflects a shared belief that accuracy — not consensus — will define the next era of performance and trust in AdTech.”

— Bartosz Bielecki, Chief Commercial Officer at CMT (martechseries.com)

“Historically, alignment mattered more than accuracy because accuracy was difficult to verify. Measurement-driven IP data changes that. When you can validate results with evidence, accuracy becomes something the entire ecosystem can align on.”

— Paul Heywood, Co-CEO of IPinfo (martechseries.com)

“The momentum we're seeing in AdTech is toward measurable, evidence-driven data. ProbeNet was built to reveal what's actually happening on the internet, and we're excited to support CMT's vision for a higher-integrity advertising ecosystem.”

— Ben Dowling, Founder and co-CEO of IPinfo (martechseries.com)

What’s next

CMT plans to integrate IPinfo's measurement-driven IP intelligence into its next-generation AdTech platform, which is currently in development. The partnership is expected to help CMT deliver more precise, trustworthy data and higher-quality outcomes for its clients.

The takeaway

This partnership between CMT and IPinfo reflects a broader industry shift toward data that can be measured, audited, and defended. By anchoring its platform in verified IP intelligence, CMT is setting a new benchmark for data quality in AdTech, moving away from the industry's reliance on consensus-based geolocation models that prioritize alignment over accuracy.