Why did you decide to reinvent IP intelligence?

So I was looking at IP addresses for a long time to understand what they were actually capable of and how they can actually be used honestly and accurately within a digital environment in order to optimize user experiences. And one of the things that has been a problem for some time was Google and Apple's attempts to obfuscate the IP address through proxies and cloud relay and these kind of things. And that's now passed in 2025. Those sort of issues are behind us so I think it can be relied upon. But we need to make it honestly accurate. And that means that sometimes IP address just can't be used for the purposes that it's promised for. You need to be able to say, actually no, I don't have confidence in this result. I'm not going to use it at all. And sometimes you can say, yeah, I've got a high degree of confidence in the result, but maybe the geographic area is quite large. For example, here at Koelnmesse for DEMEXCO, they're clearly using an IP address that shares across multiple venues across Germany. So it can't used to target Cologne, but the hotel that we're staying in, that IP address, can be used for Cologne. So therefore we can be confident in both situations, but that's different to geographic accuracy. We can also bring in things like human confidence and things like that. Also the cost to operate some of these services, where you have to deploy separate compute environments and run up microservices and this kind of stuff, it's quite complicated. We need everything to run in process. That's what our customers need, because they are doing, sometimes, many millions of queries per second, they need it to perform fast very quickly. So that's why we've decided to reinvent it.

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