How many different connected devices do you use in a single day? In a week? By 2021, Cisco estimates the average North American will own 13 network connected devices. Each of these devices is assigned an Internet Protocol (IP) address that serves as a way to identify the device and its general location when connected to a computer network (internet, intranet or extranet). Device IP geolocation is being used by more and more businesses because it can provide contextually relevant information for a variety of crucial functions.
In this blog post, we review five ways IP geolocation helps businesses optimize internal processes, expand capabilities and improve bottom lines.
1) Compliance for iGaming and Mobile Lotteries
iGaming and mobile lottery operators are required to follow strict guidelines established by state and local oversight entities. Players must be located within approved boundaries or state lines before bets are accepted, tickets are acquired and payouts are made.
Businesses can use the device’s real-time IP location and routing type to determine whether the player is within the approved boundary. With near instant location determination, businesses can comply with contractual obligations and laws while also meeting SLAs and improving customer experiences. Read our igaming blog for more information.
2) Prevent Online Fraud
By using a combination of IP location and IP intelligence businesses can better protect against online fraud. This information is commonly used when customers are logging into online accounts and it can also be helpful during financial service transactions. Businesses utilize IP location and IP intelligence to understand where a device is connecting from and if any anonymizers, proxies or hosting facilities are being used. It helps determine if account access or transaction attempts are made from an unknown location and/or using an unknown device. Armed with this information, businesses can trigger additional authentication protocols, freeze accounts or temporarily deny service.
This additional layer of security can help businesses detect and deny suspicious transactions and activities with more confidence and it provides customers with peace of mind.
3) Geo-Targeted Advertising and Customer Engagement
Businesses that properly grasp the importance of personalization, speed and convenience in today’s connected world are better positioned for long-term success. Device IP geolocation can help businesses provide customers with real-time relevant information based on where they access the business’s services. This allows businesses to create geo-targeted content and advertising that is more timely and personalized because customer location is a factor in the experience.
IP geolocation is crucial for website localization to display the appropriate language, currency, discounts or sales and products that are available in specific areas. This level of location-specific personalization can improve response rates, elevate customer experiences and help businesses create bespoke better-tailored offers.
4) Digital Rights Management and Copyright Protection
The proliferation of connected devices means customers can attempt to download and access licensed content or published materials from nearly anywhere in the world. IP geolocation services enable businesses to effectively manage and restrict audience access to certain content based on the geographic location of the device being used. It provides better protections for streaming and digital content distribution and helps comply with licensing, distribution agreements and regulations.
IP geolocation information can also serve as another layer of analytics to determine where and when the content was accessed. This data can be used to evaluate current processes and future capabilities. Device IP information allows businesses to serve the right content to the right audience and it assists with brand management and compliance activities.
5) Network Security and Traffic Management Optimization
IP geolocation is non-invasive and does not require cookies or additional privacy disclosures so it is an excellent tool for network security and traffic management. It provides real-time geolocation, verified proxy data and other details that can be used to detect friendly vs suspicious illegal activity. IP geolocation can also help keep track of company-owned devices.
With IP geolocation, businesses are able to uncover the location of online attackers, protect sensitive data and much more.