Will Search Marketers Survive IPv6 Day?
On June 8, 2011, Facebook, Google, Microsoft and Yahoo join content delivery networks Akamai and Limelight, as well as the Internet Society, to test the next-generation Internet protocol, IPv6. The companies support more than one billion combined Web site visits daily. All plan to enable the IPv6 protocol on their main services for 24 hours. I detailed this back in January. Now the day is upon us.
While IPv4 only provides location data to target ads based on approximate locations such as cities of "postal ZIP codes + four," Quova executive Evelyn Dixon said IPv6 will give marketers and advertisers more precise targeting by connecting each device to its own IP address. That will allow advertisers to target more precisely. When I asked about the personally identifiable information gleaned from that one-on-one connection, she said companies in the ad space and the Federal Trade Commission (FTC) will need to renegotiate the newly mandated privacy laws when the next-generation Internet protocol rolls out.
Today, Quova's technology relies on IP geolocation, which determines the physical location and Internet connection characteristics of Web visitors, and then taps this data to target and serve up information. It can identify anything with an IP address such as Google TVs, laptops, computers, tablets, smartphones and any other Internet-connected device requiring an IP address.
On Wednesday, Global Crossing -- an IP, Ethernet, data center and video solutions provider -- said it would join the test, too. The company said in a press release that it will increase technical support for customers and visitors testing their ability to connect that day to the company's IPv6-enabled Web site. It also will provide advice through a corporate Facebook page and a hashtag on Twitter (#IPv6Day >>) to communicate with users for the day.
Quova's Web site describes the next version of the Internet protocol as using 128-bit characters, making it possible to have 340,282,366,920,938,463,374,607,431,768,211,456 IP addresses.
Recent Search Marketing Daily Articles
-
Xbox One Breathes Life Into Bing May 24, 11:51 a.m.
As the pace of technology changes, search will continue to accelerate. Now, with a deeper connection ...
-
When Innovation Like Android Steps In To Shake Things Up May 23, 1:05 p.m.
In a rare admission by the former eBay CEO, Hewlett-Packard President and CEO Meg Whitman attributes ...
-
How Kenshoo Migrates Search Campaigns To Yahoo Japan May 22, 5:55 p.m.
Accessing multiple devices signals a change in consumer behavior -- not just in the United States, ...
-
Google Fiber Lives In Smaller Markets May 21, 3:43 p.m.
My Internet speed sucks. I'm frustrated with paying Verizon Fios more than $120 for phone, basic ...
-
Yahoo Abandons Its Conservative Style, Appealing To A Younger Audience May 20, 11:17 a.m.
Search marketers can expect changes at Yahoo that influence the look and placement of paid-search ads ...
-
Search Data Creates Dominance May 17, 3:25 p.m.
Google mines data for future product ideas through connected screens and applications by tapping into everything ...
-
Why Search Marketers Should Follow Google From Search To Results Engine May 16, 2:59 p.m.
Content at the Google i/o conference fills the heads of developers with ideas about innovative and ...
-
How Google's Sensor Networks Affect Advertisers May 15, 12:58 p.m.
Google plans to deploy a series of sensors at the Google I/O developer conference that begins ...
-
Bing It On, Yahoo May 14, 3:02 p.m.
Oh, please. The reports that Yahoo wants to wiggle out of the 10-year deal with Bing ...
-
How Search Becomes The Building Blocks For Online Services May 13, 1:46 p.m.
When engineers build a product, they often begin with a reference design or kit, which contains ...
Be the first to comment on "Will Search Marketers Survive IPv6 Day?"
Leave a Comment