geotarget

Geotarget, or geotargeting, is the practice of delivering content, services, or advertisements to users based on their geographic location. Location data can be inferred from signals such as an Internet protocol (IP) address, GPS data from mobile devices, Wi‑Fi triangulation, or explicit user-provided information. The aim is to tailor experiences to regional markets, languages, currencies, and legal requirements while maintaining a cohesive user experience.

Common applications include online advertising, where campaigns are restricted to certain countries or regions; content localization, with language and regional formats; and search result personalization. Geotargeting is also used in e-commerce to present region-specific prices, offers, or shipping options, and in analytics to measure geographic reach and engagement. It can support regulatory compliance by ensuring that services or content are available only where permitted.

Techniques rely on multiple data sources, typically IP-based geolocation databases, GPS or mobile network data from devices, and user-entered location in profiles. Each method has trade-offs in accuracy and privacy. Limitations include inaccurate mappings, the use of VPNs or proxies, and the potential to reveal sensitive information. Legal and ethical considerations require user consent, transparent privacy notices, and careful data handling to comply with regulations such as GDPR and CCPA, along with efforts to provide opt-outs and localize notices.