Quova Adds New IP Geolocation Patent to Library

Process for identifying and verifying IP address provides more effective
data to customers

London, UK – 3rd February, 2009 – Quova, Inc., the leading provider of
Internet geolocation data services, announced today that the United
States Patent and Trademark Office has granted the company a patent on a
new method and system for identifying the geographical locations of
Internet users. This technology is part of the industry-leading IP
geolocation data and services that Quova provides to customers in a
variety of industries for fraud, compliance, regulatory and marketing
purposes.

The globalisation of Internet businesses means that a company needs to
tailor its information and / or available products and services to many
end users with different needs and preferences that are influenced by
their geographical locations. Understanding a user’s location is
critical in understanding the type of information, products or services
for which that user may be looking. More specifically, e-tailers who
place ads online are constantly looking for more sophisticated methods
of targeting their ads based on user locations. Many advertisers are
facing increased pressures not only to increase sales or conversion
rates through online advertising, but also to streamline their own
online expenditures and decrease the rate of click-fraud.

Quova’s newly added patent describes a method for determining the
geographic location of an Internet user based upon combining trace
routes, user registration information, host names with textual patterns
that reveal geolocation information and Internet Service Provider (ISP)
service area information. These trace routes describe the pathways by
which data moves through the Internet. Each node or “hop” in the trace
route is identified by an IP address. These interconnected nodes can be
used to recreate the topology of the Internet. Each geolocation can
then be assigned to these IP addresses in order to determine the
location of each node, up to and including the end user’s IP address and
the geolocation of that end user.

“Quova is committed to advancing the best practices in IP geolocation
data and services,” said Marie Alexander, President and CEO of Quova.
“With this patent, Quova is again pushing the industry forward in how
data is analysed, verified and shared with customers. We understand the
business decisions that our customers make based on the data we provide,
and we continually strive to work with them to improve processes and
better understand their results.”

About Quova
Quova, Inc. enables online businesses to instantly identify where a
visitor to their Web site is geographically located. Major e-retailers,
ad networks, banks, and government agencies integrate Quova’s data into
their Web applications to geo-target their advertising and content,
detect identify theft and card-not-present fraud, manage digital content
distribution, comply with local laws and more. Quova delivers detailed
demographic and network characteristic data about an IP address, down to
a city area. The data is 99.9% accurate at the country level and 97.2%
accurate at the US State level (according to independent research
conducted by Pricewaterhouse Coopers). Quova, founded in 2000, is based
in Mountain View, California, and is privately owned. www.quova.com.

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