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Geolocation software |
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In computing, geolocation software is used to deduce the geolocation (geographic location) of another party. For example, on the Internet, one geolocation approach is to identify the subject party's IP address, then determine what country, organization, and/or user the IP address has been assigned to, and finally, guess that party's location. Other methods include examination of a MAC address, image metadata, or credit card information.
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Data is collected from web sites that ask visitors to supply a geographic location. For example, a weather web site might ask visitors for a city name, to find their local forecast. The IP address of the requestor is recorded along with the geographic information, creating a single data point in a very large map.
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Many companies sell geolocation databases. The databases are swapping listings to filter out anomalies. The major geolocation companies claim varying degrees of accuracy. Most are much more accurate on the country level than on the city/state level.
Criticswho? note that geolocation software is inherently inaccurate (2002), easily manipulated, and conflicts with the global nature of the Internet.citation needed
A distinction can be made between co-operative and oppositional geolocation. In some cases, it is in the interest of users to be accurately located, for example, so that they can be offered information relevant to their location. In other cases, users prefer to not disclose their location for privacy or other reasons.
Technical measures for ensuring anonymity, such as proxy servers, can be used to circumvent restrictions imposed by geolocation software. Some sites detect the use of proxies and anonymizers, and may either block service or provide non-localized content in response.1
Banks, software vendors and other online enterprises are now subject to strict new “Know your customer” laws imposed by the USA PATRIOT Act, the Bank Secrecy Act, the US Treasury Department’s Office of Foreign Assets Control and other regulatory entities in the US and Europe. These laws are designed to prevent money laundering, trafficking with terrorist organizations and trading with banned nations. By identifying where online visitors really are, geolocation can protect banks from participating in the transfer of funds for illicit purposes.
Online retailers and payment processors use geolocation to detect possible credit card fraud by comparing the user’s location to the billing address on the account or the shipping address provided. A mismatch – an order placed from Indonesia on an account number from Indiana, for example – is a strong indicator of potential fraud. Banks can prevent “phishing” attacks, money laundering and other security breaches by determining the user’s location as part of the authentication process.
Government, law enforcement and corporate security teams use geolocation as an investigatory tool, tracking the Internet routes of online attackers to find the perpetrators and prevent future attacks from the same location.
It has been suggested that legislation should mandate the use of geolocation software, for example for companies distributing pornography considered obscene in some jurisdictions or to enforce international trade agreements. (See geolocation).
Since geolocation software can get the information of user location, companies using geomarketing may provide web content or products that are famous or useful in that location. Advertisements and content on a website may be tailored to provide the information that a certain user wants.
Internet movie vendors and online broadcasters who serve live streaming video of sporting events are permitted to service viewers only in their licensed territories. By geolocating viewers, they can be certain of obeying licensing regulations. Online casinos must also know where their customers are or risk violating national laws against Internet gambling.
Jim Ramo, chief executive of movie distributor Movielink, said studios were aware of the shortcomings going in and have grown more confident now that the system has been shown to work.2
In geo targeting web sites can show different web content based on your geolocation or other information. For example, going to google.com may redirect you to your local (translated) google site like Google Belgium, or it may show a 'Go to Google Belgium'. In various European countries, Google or Yahoo! do not display results which would show negationist websites (see LICRA v. Yahoo!).
Geolocation is not only used on the Internet. Some mobile telephone service providers offer services that accurately determine the location of a mobile phone on their network and provide location-based services.
Though controversial, some ISPs use geolocation software to help with the prevention of email and website spam. Many countries are known to have loose spam laws, and the use of geolocation software allows ISPs to identify or flag messages and posts from these countries.
Geolocation technology has been under development only since 1999, and the first patents were granted in 2004. The technology is already widely used in multiple industries, including e-retail, banking, media, online gaming and law enforcement, for preventing online fraud, complying with regulations, managing digital rights and serving targeted marketing content and pricing.
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