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.