As artificial intelligence takes on a larger role in marketing, advertising, and customer engagement, the quality of the data feeding those systems is becoming a decisive factor in performance. IPinfo has been recognized as a Data & Identity "One to Watch" in Snowflake's Modern Marketing Data Stack 2026: Governing the Agentic Enterprise report, highlighting the growing importance of internet intelligence, IP data enrichment, and real-time network context in AI-powered marketing operations.

IPinfo has been named a Data & Identity "One to Watch" in Snowflake's The Modern Marketing Data Stack 2026 report, a recognition that underscores the expanding role of internet intelligence within modern marketing and advertising technology ecosystems.

The announcement was made during Cannes Lions 2026, where industry leaders gathered to discuss the next phase of AI-driven marketing transformation. Snowflake's annual report examines how organizations are evolving from fragmented technology stacks toward governed, AI-enabled infrastructures capable of supporting increasingly autonomous decision-making.

Now in its fifth year, the report draws on insights from more than 11,500 Snowflake customers and ecosystem partners across 13 categories, highlighting how enterprises are bringing applications closer to their data while maintaining governance, privacy, and trust.

For marketers, one challenge continues to grow in importance: understanding the quality and context of the data used to power AI systems.

As organizations adopt agentic AI, automated audience targeting, predictive analytics, and real-time campaign optimization, enrichment data has become a foundational component of decision-making. Without accurate contextual signals, even the most advanced AI models can produce inaccurate recommendations, ineffective targeting strategies, or flawed business outcomes.

IPinfo's recognition reflects the increasing value of internet intelligence in addressing that challenge.

The company provides IP-based data enrichment capabilities that help organizations understand the context behind internet traffic, devices, networks, and digital interactions. Its datasets are available directly through Snowflake Marketplace, allowing enterprises to integrate internet intelligence into marketing, analytics, fraud prevention, and AI workflows without introducing additional complexity into their data environments.

Unlike traditional IP databases that often rely heavily on static internet registries, IPinfo emphasizes a measurement-based approach to data collection.

The company's proprietary ProbeNet platform continuously measures and validates internet behavior, providing updated insights into geolocation, network characteristics, proxy usage, and traffic patterns. This approach is designed to improve accuracy as internet infrastructure evolves and user behaviors change.

The distinction is becoming increasingly relevant in AI-powered environments.

Modern marketing systems rely on contextual signals to support audience segmentation, geographic targeting, fraud detection, compliance verification, and customer experience personalization. As these functions become more automated, the reliability of enrichment data directly affects campaign performance and operational effectiveness.

For example, accurate IP intelligence can help advertisers improve audience targeting, identify potentially fraudulent traffic, validate geographic attributes, and strengthen identity frameworks used across digital marketing channels.

The technology also plays an important role in compliance and security initiatives.

Organizations operating in highly regulated industries such as financial services, healthcare, retail, and telecommunications often require additional context around customer interactions to meet governance requirements and reduce risk. Verified internet intelligence can provide valuable signals that support these objectives while enhancing the effectiveness of AI-driven decisioning systems.

The broader market trend aligns with growing investments in data quality and AI governance.

According to Gartner, data quality remains one of the most important factors influencing enterprise AI success. Organizations that improve the accuracy, consistency, and trustworthiness of data assets are significantly more likely to generate meaningful returns from AI initiatives.

Similarly, IDC has identified trusted data ecosystems as a critical foundation for digital transformation and intelligent automation strategies.

The rise of agentic marketing is further increasing demand for contextual data.

Unlike traditional marketing automation systems that follow predefined workflows, agentic AI platforms continuously analyze information, generate recommendations, and execute actions with limited human intervention. These systems require high-quality enrichment data to make informed decisions and adapt to changing market conditions.

As a result, internet intelligence is becoming an increasingly important layer within enterprise MarTech and AdTech stacks.

The recognition from Snowflake also highlights how data enrichment providers are evolving from niche infrastructure vendors into strategic contributors to AI-driven business operations. As organizations seek to operationalize AI across customer acquisition, personalization, advertising optimization, and revenue generation initiatives, access to accurate contextual data becomes increasingly valuable.

Competition in this space continues to expand as technology ecosystems including Google, Microsoft, Amazon, and Salesforce invest in data intelligence, identity solutions, and AI-powered analytics capabilities.

For enterprise marketers, the implications are significant.

As AI increasingly drives customer engagement, audience targeting, measurement, and campaign execution, the focus is shifting from simply collecting data to ensuring that data accurately reflects real-world behavior. Internet intelligence platforms like IPinfo are becoming part of the infrastructure that enables organizations to make faster, more reliable decisions at scale.

Snowflake's recognition of IPinfo reflects a growing industry consensus that trusted enrichment data is no longer optional. In an era of AI-driven marketing and automated decision-making, data quality, context, and validation are becoming essential competitive advantages.

Market Landscape

The data enrichment and identity intelligence market is experiencing rapid growth as enterprises expand investments in AI-powered marketing, analytics, and customer engagement platforms. Gartner continues to identify data quality and governance as foundational requirements for successful AI adoption, while IDC highlights trusted data ecosystems as a key driver of enterprise digital transformation.

As organizations move toward agentic marketing and real-time decision-making, contextual enrichment data is becoming increasingly important for audience targeting, fraud prevention, compliance, and personalization. This trend is accelerating demand for internet intelligence platforms capable of delivering accurate, continuously updated network and behavioral insights.

Top Insights

• IPinfo was recognized as a Data & Identity "One to Watch" in Snowflake's 2026 Modern Marketing Data Stack report.
• AI-powered marketing systems increasingly depend on high-quality enrichment data to support targeting, personalization, and automated decision-making.
• IPinfo's measurement-based approach provides continuously validated internet intelligence rather than relying solely on static registry information.
• Accurate IP and network context can improve audience targeting, fraud detection, compliance initiatives, and identity intelligence strategies.
• Internet intelligence is becoming a critical data layer for agentic marketing, AI-driven analytics, and real-time customer engagement.

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