Feeds

Google taps your IP address for Starbucks targeting

Except when it does something else

The Power of One Infographic

Google's search engine monopoly now offers so-called local results - even if you neglect to key in your particular location.

Today, with a post to the Official Google Blog, the Mountain View Chocolate Factory trumpeted a worldwide roll-out of new tech that serves up local search results according to your IP address.

"When you search on Google, we will guess where you are and show results near you," the post reads. "In most cases, we match your IP address to a broad geographical location."

As usual, Google leaves you wondering what it does in all the other cases. This may or may not extend beyond the ability to set your own location using a link in the top right-hand corner of the results page. We've asked Google for clarification, but have yet to hear back.

"We try to make our guesses as good as they can be so that whether you're shopping for groceries, sporting goods or flowers, or looking for your bank, your gym or the post office, you can just say what you want, and we'll try to find it right where you are," the post rambles on. "You can also search for specific stores or street addresses near you."

Google has long provided this sort of local search, pinpointing nearby businesses on a Google map, but only if you specifically provided your location.

Of late, the company has exhibited a multifaceted obsession with online geolocation. In February, it rolled out Google Latitude, which lets you track friends and family via their mobile devices. And soon thereafter, it introduced a Gmail "Labs" offering that shows off the location of the people you're chatting with over email.

Nonetheless, Google insists that IP addresses are not personally identifiable information. ®

Mobile application security vulnerability report

More from The Register

next story
Airbus promises Wi-Fi – yay – and 3D movies (meh) in new A330
If the person in front reclines their seat, this could get interesting
UK Parliament rubber-stamps EMERGENCY data grab 'n' keep bill
Just 49 MPs oppose Drip's rushed timetable
Want to beat Verizon's slow Netflix? Get a VPN
Exec finds stream speed climbs when smuggled out
Samsung threatens to cut ties with supplier over child labour allegations
Vows to uphold 'zero tolerance' policy on underage workers
Dude, you're getting a Dell – with BITCOIN: IT giant slurps cryptocash
1. Buy PC with Bitcoin. 2. Mine more coins. 3. Goto step 1
US freemium mobile network eyes up Europe
FreedomPop touts 'free' calls, texts and data
Big Blue Apple: IBM to sell iPads, iPhones to enterprises
iOS/2 gear loaded with apps for big biz ... uh oh BlackBerry
Price cuts, new features coming for Office 365 small biz customers
New plans for companies with up to 300 staff to launch in fall
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Mobile application security vulnerability report
The alarming realities regarding the sheer number of applications vulnerable to attack, and the most common and easily addressable vulnerability errors.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.