IP Targeting – Geo Targeting Location matters on the webGeographical targeting, is a way for website to display content specific for a geographical location. Targeted content can be advertising, latest news and lots more.This IP targeting happens on the server, before the page is sent to the browser. When a user requests a page from the server, the server queries the user's IP address against a database of worldwide IP addresses. The database identifies the country, state and cityof the user's IP address, and then the server decides what to do. Combining Geo parameter with further information [like ISP, language, domain parameters] takes Geo Targeting to the next level. Axel Hoehnke Managing Partner www.sembassy.coma@sembassy.com

Using registry information is inaccurateWhen a computer is connected to the Internet, it is assigned an Internet Protocol (IP) address by an Internet Service Provider (ISP). The IP address helps one computer or network device find another computer over a network. In all there are more billions of publicly routable IP addresses recorded in five major global registries. An IP address block might be associated with a major Internet backbone, Internet service provider (ISP), large enterprise or a public institution. A given network block can then sub allocated, sometimes down to the individual IP level, possibly to a location that is different than that of found in the registry. This is why simply using registry information to discern user location is inherently inaccurate, because many organizations operate on a multinational scale.

Increased workflow efficiencyIncreased content reusabilityCost reductionDecreased maintenance and hosting costDecreased site development costDecreased software costsBusiness impactDecreased sourcing costsReach new marketsProvide information more convenientlyRevenue growth Go to market more rapidly with new productsIncrease quality of content management Gain customer loyalty through personalizationBusiness impact

Whichdatabaseprovider is best for you? Rule of thumb:Getstarted with maxmind, as theywork on open source and you will be suprisedhowgoodtheyare. Is open Source nooption, because your application is „missioncritical“ whichmeans you can´t do with lessthan the best in class? Thenithas to be the Gold Standard in IP Mapping technologies – NetAcuity from Digital Envoy, which will do you right!

We provide Consulting Services that help Software Companies to plan & implement internationalization Axel Hoehnke Managing Partner www.sembassy.coma@sembassy.com