The importance of dedicated IPs is being reevaluated as domain reputation continues to play a significant role in email delivery. With ISPs becoming less reliant on IP reputation, using your own domain in DKIM signatures and personalizing the return-path are key strategies for senders to make the most of shared IP environments. While IP addresses still matter, domain reputation is increasingly tied to the sender's identity, particularly with DMARC alignment pushing the focus towards the domain owner. Dedicated IPs are reserved for large senders, while smaller senders benefit from sharing reputation across multiple good senders. The goal is to achieve a balance between IP and domain reputation to ensure reliable email delivery.