Geo-tracking company Quova has launched a new version of a service that lets advertisers pinpoint the location of consumers to the city level. The service, dubbed GeoPoint 2.0, is the latest version of Quova's tracking technology, which traces the IP (Internet Protocol) addresses of millions of Net users.
It can zero in on a consumer's country, state, city and Zip code, allowing marketers and content providers to deliver customized messages based on such information. For instance, the local branch of fast-food chain McDonald's can send a coupon for an Egg McMuffin to passersby before 11 a.m. Privately held Quova, based in Redwood City, Calif., has received $13.6 million in funding from Softbank Venture Capital, IDG Ventures and Fidelity Ventures, among others.