Big tech, or more precisely Ad tech, companies have been heavily criticised for exploiting users’ personal data to serve targetted ads for promoting brands, services and products. The rampant buying and selling of users’ personal data and excessive use of the data have degraded the reputation of big tech companies. For example, the total GDPR fines imposed in Q3 2021 were 20 times greater than for Q1 and Q2 2021 combined reaching nearly €1 billion. The companies included Google, Amazon, Facebook, Whatsapp and others.
This article addresses the fundamentals of IP Geolocation and then explains the best accuracy and outcomes we can theoretically expect out of ‘perfect’ IP Geolocation. It then outlines conceptual limitations we should be aware of, and to what extent we can trust the data we receive. The goal of this article is not to compare different IP Geolocation providers.
Though anonymising IP addresses provides privacy and some level of security to the users, this is often exploited by scammers, hackers and fraudsters to carry out malicious activities. Hence, it is of great importance for businesses to detect such connections and flag them for further investigation. Imagine being able to detect fraudulent clicks and nullify the transaction, it would save millions to brands and add value to the business.
After extensive research and development, BigDataCloud is positioned to revolutionise the IP Geolocation industry, offering services that finally overcome these pitfalls and the stigmas that surround them.
With the current trend in online connectivity, the internet-of-things and the integration of internet connected commerce and marketing, it is absolutely vital that you can make immediate, qualitative decisions based on your customer’s location and demographic regardless of the media they are using.
IP Geolocation is an essential technology that overcomes this limitation to help organisations identify the location of their customers based on their IP addresses. Organisations such as online service operators, financial institutions, search engines, ad agencies and any business offering an online shopping / e-commerce experience are able to provide their customers with the best products and services available in their region. This IP Geolocation service is also crucial for preventing online fraud, managing digital rights, and serving targeted marketing material and pricing.
If you wonder where your online customers are coming from or wish to customise your clients’ online experience based on their location, you are likely familiar with various commercial IP Geolocation services, ranging from free to highly-priced to enterprise-only. Most of these providers declare superior accuracy, although show little transparency on the methodology, and present scarce evidence to support their claimed accuracy.