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BEST PRACTICES & STRATEGIES

Why the “Internet of Things” adds

authority to domain reputation

The “Internet of Things” (IoT) essentially network, the IPv4 addresses will be assigned. To cre-
describes the communication between countless ate a way out, the Internet Engineering Taskforce
devices via the Internet. The concept is well (IETF) created a new IP standard in 1998: IPv6. The
known by now and will become a reality with number of possible IPv6 addresses is unimaginably
billions of more connected devices to the large, in the range of several hundred quadrillion, so it
Internet in the coming years. The chances of should be sufficient for some time.
abuse increase immeasurably: on the one hand,
completely new options for communication and As for email marketing, your reputation as a sender
transactions with your customers open up; on today is primarily related to your IP address. As the
the other hand, the dangers increase, because introduction of IPv6 addresses progresses, it will no
spammers and phishers know how to use these longer be possible in the foreseeable future to evaluate
new options against you and your brand. the sender reputation in the IPv6 version solely in terms
of the IP address. As a result, the domain is increasing-
The concept of IP addresses as the interface between ly becoming the focus of attention as a reliable assess-
computers and devices with the Internet is well known. ment criterion for reputation.
For years the business world and information technolo-
gy used a certain version of IP addresses, namely Return Path, refers in this context to DomainKeys Iden-
IPv4, without worrying about the fact that the number of tified Mail (DKIM) and to the following aspects, explain-
possible IP addresses is finite. The IPv4 variant has a ing why the domain reputation is becoming increasingly
total of 4.3 billion addresses and with the steady growth important for mailbox providers:
of computers and computing devices connected to the

16 October 2021: IoT in Marketing