Why do my IP addresses look different/unusual?

Have you seen an IP address in your PPC Protect account that doesn't follow the "normal" format?

These are IPv6 addresses, a new type of IP address that is fast becoming the new standard.

IPv6 addresses have a format similar to below:

These addresses allow for much more targeted and granular blocking.

If a user has both an IPv4 address and an IPv6 address (a "dual-stack"), PPC Protect will favour the IPv6 address for the most accurate single user blocking possible. This is also the IP address that Google will honor in the Google Ads IP exclusions lists.

IPv6 addresses are fully compatible with our IP blacklist and the Google Ads exclusions lists.

You can read more about IPv6 addresses by clicking here