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Quova Adds New IP Geolocation Patent to Library
Monday, February 02, 2009
Process for Identifying and Verifying IP Address Provides More Effective Data to Customers
Mountain View, CA -- Quova, Inc., the leading provider of Internet geolocation data services, announced today that the United States Patent and Trademark Office has granted the company a patent on a new method and system for identifying the geographical locations of Internet users. This technology is part of the industry-leading IP geolocation data and services that Quova provides to customers in a variety of industries for fraud, compliance, regulatory and marketing purposes.
The globalization of Internet businesses means that a company needs to tailor its information and / or available products and services to many end users with different needs and preferences that are influenced by their geographical locations. Understanding a user's location is critical to understanding the type of information, products or services for which that user may be looking. More specifically, e-tailers who place ads online are constantly looking for more sophisticated methods of targeting their ads based on user locations. Many advertisers are facing increased pressures not only to increase sales or conversion rates through online advertising, but also to streamline their own online expenditures and decrease the rate of click-fraud.
Quova's newly added patent describes a method for determining the geographic location of an Internet user based upon combining trace routes, user registration information, host names with textual patterns that reveal geolocation information and Internet Service Provider (ISP) service area information. These trace routes describe the pathways by which data moves through the Internet. Each node or "hop" in the trace route is identified by an IP address. These interconnected nodes can be used to recreate the topology of the Internet. Each geolocation can then be assigned to these IP addresses in order to determine the location of each node, up to and including the end user's IP address and the geolocation of that end user.
"Quova is committed to advancing the best practices in IP geolocation data and services," said Marie Alexander, President and CEO of Quova. "With this patent, Quova is again pushing the industry forward in how data is analyzed, verified and shared with customers. We understand the business decisions that our customers make based on the data we provide, and we continually strive to work with them to improve processes and better understand their results."
Quova, Inc. enables online businesses to instantly identify where a visitor to their Web site is geographically located. Major e-retailers, ad networks, banks, and government agencies integrate Quova's data into their Web applications to geo-target their advertising and content, detect identify theft and card-not-present fraud, manage digital content distribution, comply with local laws and more. Quova delivers detailed demographic and network characteristic data about an IP address, down to a city area. The data is 99.9% accurate at the country level and 97.2% accurate at the US State level (according to independent research conducted by Pricewaterhouse Coopers). Quova, founded in 2000, is based in Mountain View, California, and is privately owned. www.quova.com.
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