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Concept
Geotargeting
Summary
In geomarketing and internet marketing, geotargeting is the method of delivering different content to visitors based on their geolocation. This includes country, region/state, city, metro code/zip code, organization, IP address, ISP, or other criteria. A common usage of geotargeting is found in online advertising, as well as internet television with sites such as iPlayer and Hulu. In these circumstances, content is often restricted to users geolocated in specific countries; this approach serves as a means of implementing digital rights management. Use of proxy servers and virtual private networks may give a false location.
In geotargeting with geolocation software, the geolocation is based on geographical and other personal information that is provided by the visitor or others.
Some websites, for example FedEx and UPS, utilize geotargeting by giving users the choice to select their country location. The user is then presented with different site or article content depending on their selection.
In internet marketing and geomarketing, the delivery of different content based on the geographical geolocation and other personal information is automated. A good example is the Ace Hardware website at www.acehardware.com. The company utilizes geolocation software to power the “My Local Ace” section of its website. Based on a site visitor's location, the website's online locator service can show the visitor how many stores are in their area, as well as a city-level locator map to help the customer find the store closest to their address. Different offers may be presented depending on local conditions, e.g. weather, local competitors, local trends, etc.
The automated discovery of user person/organisation/city-level geolocation information based on IP addresses by traceroute, pings, and a combination of other tools and methods is far more advanced.
It is dependent on the pre-analysis of the entire IP address space.
Official source
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