GEOLOCATION TECHNOLOGY TAKES ANOTHER STEP FORWARD

22 June 2007

Quova launches Internet Location Intelligence Platform

Internet geolocation specialist Quova, Inc., has released GeoDirectory Server 6.0, its Internet Location Intelligence platform, and a Proxy Locator designed to enable online businesses to more comprehensively determine the geographic location of their Web visitors.

This platform supports real time deployment of supplemental location techniques extending beyond Internet Protocol (IP) geolocation and IP intelligence. The first platform extension, The Proxy Locator, can identify the use of a proxy server and, in real time, identify the geographic location of the originating Internet connection.

Online businesses ranging from e-retailers to broadcasters to online banks today depend on accurate geographic data about their Web visitors to prevent fraud, comply with regulations, deliver digital content, execute local search and advertising strategies and protect themselves from online attack.

GeoDirectory Server 6.0 - Internet Location Intelligence platform is a Java-based application that sends Quova customers the geographical location and network connection data for each IP address accessing their Web site. It can instantly identify the type of Internet connection a Web visitor is using and deploy the most effective technique to locate that device, whether it is IP geolocation or another real-time locating technique. These new techniques provide alternative location tools for situations in which the IP address may not be sufficient in pinpointing the Web visitor's location.

The platform can accommodate extensions for additional real time locating technologies such as WiFi, cellular and GPS, which will significantly enrich the information that a customer's automated online decision tools can use to determine whether they will allow, block or challenge a Web transaction.

The GeoDirectory Server 6.0 extension, the Proxy Locator, determines if a Web visitor is accessing a customer's Web site through a proxy server and thus attempting to mask their true location - an indicator of potential fraud. Technology acquired in 2006 from Illuminati Corporation enables Quova, in many cases, to see past the proxy server and locate the originating Internet connection.

Launched in 2000, Quova's initial generation of IP geolocation data services provided customers with the geographic location of the approximately 1.5 billion IP addresses assigned and allocated on the Internet. After hundreds of customer implementations and further research, Quova determined that simply looking at the geographic location of an IP address was not always enough information to accurately determine the location of a Web visitor.

Quova introduced the concept of IP Intelligence in which the additional network characteristics such as connection type, (DSL, Dial-up), routing type (corporate proxy, mobile gateway, anonymizing proxy) and domain information associated with the IP addresses were deployed.

Identification and labelling of these proxies and gateways defined the next generation of location detection system, leading to the introduction of Internet Location Intelligence, whose rules engine defines the occasion when a real-time locator is needed to supplement the IP Intelligence data.

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