Verified-location subset as targeting filter

Restricting delivery to a curated subset of location-verified IPs while measuring against a full-population outcome (store sales) creates a denominator mismatch that dilutes measured lift by an unknowable share — and the subset is not neutral: location-stable IPs skew fixed-line, single-family, owner-occupied, deleting exactly the dense urban geography where fine-grain targeting has the most advantage over ZIP.