Should Suspicious IP Addresses Be Blocked Automatically?

Ad fraud in the world of online advertising is a formidable enemy, and every company wants to shield itself from this threat. One of the strategies that have gained popularity is automatic IP address blocking. But, is it the silver bullet it appears to be, or should we consider alternative approaches?

The truth is, there's no one-size-fits-all answer to this question. The decision to employ automatic IP address blocking should be a well-thought-out one. The good news is, it's not a permanent choice. If issues arise, you can always hit the off switch.

Should Suspicious IP Addresses Be Blocked Automatically?

The Basics of Automated Blocking

Automatic IP address blocking is a central feature in the Fraud Blocker click fraud protection solution, just one among many. This tool relies on a fraud score and other metrics to determine if an IP address is the source of fraudulent activity.

With automatic IP address blocking enabled, the software takes it upon itself to thwart traffic from suspicious IP addresses. But the key here is that blocking isn't set in stone. A human security expert can step in, periodically reviewing all blocked addresses, and allowing the safe ones to continue sending traffic.

5 Things to Consider

Before you decide to dive into automatic IP address blocking, here are five critical factors to ponder:

  • 1. False Flags

Most fraud prevention solutions depend on various metrics to assess incoming traffic for suspicious activity. However, the risk of false flags is ever-present. Legitimate IP addresses might find themselves wrongly flagged.

The consequence? Legitimate traffic being turned away. If your organization sees an influx of false flags, maybe it's time to consider disabling automatic blocking.

  • 2. Dynamic IP Addresses

Internet service providers (ISPs) typically employ dynamic IP addresses to serve their vast consumer base. These addresses get recycled, which can lead to an issue. Blocking an address today could keep bad traffic out but accidentally block good traffic tomorrow.

  • 3. VPNs and Proxies

As security-conscious consumers increasingly turn to virtual private networks (VPNs) and proxy servers, IP addresses sourced from these services may appear suspicious due to their characteristics. Blocking them might mean turning away profitable traffic.

  • 4. Hacker Workarounds

Despite its merits, automatic IP address blocking isn't foolproof. Determined hackers know how to manipulate IP addresses to bypass this defense. So while it may deter some threat actors, it won't deter all of them.

  • 5. There Are Other Ways

Automatic IP address blocking is effective but not the sole approach. In some cases, manual IP address blocking combined with other more potent tools might be a better strategy for ad fraud prevention.

In Conclusion

Automatic IP address blocking can be a valuable weapon in the fight against ad fraud, but it's not a magic bullet. Its effectiveness depends on how you deploy it. Consider the pros and cons, weigh the risks, and monitor for false flags. Flexibility is your friend; you can always change course if needed.

So, should you employ automatic IP address blocking? It's a question with no definitive answer. The key is to use this tool wisely, adapt, and stay vigilant in the ever-evolving landscape of online advertising security.


  • 1. Is automatic IP address blocking foolproof?

No, determined hackers can find ways to work around it, so it's not a guaranteed solution.

  • 2. Can blocking dynamic IP addresses lead to issues?

Yes, because dynamic IP addresses get reused, blocking one may unintentionally block legitimate traffic later.

  • 3. What if we encounter too many false flags?

Consider disabling automatic blocking to avoid inadvertently blocking legitimate traffic.

  • 4. Are there alternative methods for ad fraud protection?

Yes, you can combine manual IP address blocking with other more effective tools for a comprehensive approach.

  • 5. How do I make the most of automatic IP address blocking?

Use it wisely, regularly review blocked addresses, and adapt to the changing threat landscape.

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