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Finding Yourself: The Challenges of Accurate IP Geolocation

Accurate IP address geolocation is a complex Internet infrastructure challenge and yet it supports many commercial use cases — from ad and offer targeting and customization, to fraud detection, to licensing and compliance applications, as well as infrastructure use cases — from traffic steering, to deployment decisions, to monitoring and measurement. The dynamic nature of the Internet, and the growth of mobile Internet usage, makes it hard to identify definitive sources of ‘ground truth’ that support increased accuracy of IP geolocation data. However, despite the Internet’s disconnection from physical geography, there are ways to determine, with a high level of confidence, where an IP address is located.


Join us  as David Belson, Senior Director of Internet Research and Analysis takes a deep dive on IP Geolocation data. He will answer the following questions:


  • What is IP geolocation?
  • How is this data compiled and how is it used?
  • How can inaccurate IP geolocation data impact your business?
  • Why results might differ across providers, and what causes these accuracy issues?


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David Belson
Senior Director of Internet Research and Analysis