New technology that can pinpoint the physical location of Web surfers is creating opportunities for online merchants and advertisers but could signal new restrictions on the free-wheeling Internet.
So-called geotracking techniques that trace Internet Protocol (IP) addresses, which are used to route signals over the Web to an individual's computer, can help Web sites and advertisers target audiences in different geographic regions. For example, a traditional retailer such as Banana Republic could hawk swimming suits to Web visitors from Los Angeles as it pushes parkas to online shoppers from New York.
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