• + Home
  • About Us
  • Jobs
  • Customers
  • Advisory Board
  • Contact
  • F.A.Q.
• + Urbanware
  • + Neighborhood Database
    • Research
    • Applications
    • Delivery Formats
    • + Coverage
      • United States
      • Canadian
      • European
    • Licensing and Terms
  • + Mass Transit
    • Routing and Scheduling
    • Research
    • Applications
    • Coverage
    • Delivery Formats
    • Licensing and Terms
• + GeoMods
  • Delivery Platform
  • IP Targeting
  • Content/Coverage
  • Licensing and Terms

IP Targeting Pitfalls

According to some estimates, local search represents up to 30% of all queries but comprise only 10% of online advertising expenditures.

This “local search gap” can be attributed to a number of factors, including limited geotargeting capabilities and limited consumer awareness of how to perform local searches. This translates into advertiser reluctance to migrate from yellow page directories and other offline media.

While IP-based geotargeting can be effective at a national, state and sometimes city level, it cannot provide the granularity required to support truly local ad targeting. Urban Mapping has developed a tool that incorporates user intent, offering relevant and actionable geographic modifiers to drive higher conversion rates for online advertisers.