Geo-Targeting

Geo-Targeting is used in Internet advertising and marketing to deliver sales, advertising, or other information specific to the Internet user's geographical location and language. With Geo Targeting, unique content is presented to the Internet user, based on their geographical location. This can also include local advertisements, local weather conditions, or presenting the content in the user's native language.

Geo Targeting is used widely to display pay-per-click ads only to the people living in specified locations. Display ads and banner ads are also customized based on the Internet user's geographical location.

Generally, Geolocation tools are used to determine the physical location of an Internet connected computer, the location of a Wi-Fi connection, a mobile device's GPS coordinates, or the location of other Internet-connected devices. Geolocation tools may include internet protocols that instantly check an Internet user's IP address with WHOIS, by use of pings or traceroute.

In some instances, the Internet user provides the geographical location, such as entering in a zip code on a weather website. The weather website can then display the local weather forecast. This information entered by the Internet user can also be used to customize ads and other information.