Kentucky Patent of the Month – October 2021
Their method determines attributes associated with the user’s IP address including their physical address. It detects other attributes like whether the address is residential, commercial, in a hotspot or more. The address is determined based on the internet traffic originating from requests associated with the IP address including web page requests, demand-side platform requests and others. A set of secondary information includes the mapping of masked addresses which can indicate a physical address. The request data can then be compared against secondary sources to validate the geographic address. By comparing the two, El Toro is able to verify the address authenticity and prevent fraudulent transactions. With this new approach to online advertising, El Toro is opening up the ability to connect businesses and marketers to their customers. IP Targeting takes away the need for cookies, simply matching physical addresses to IP addresses.
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