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How does Delivr determine location?

How does Delivr determine location?

Delivr uses two methods to locate the End User’s device: the IP address method and the Device GPS Location method (where GPS stands for Global Positioning System).

The Device GPS Location method requires permission from the End-user to allow End-user’s device to send the location information to Delivr (

The IP address method is based on the public IP address that the End-user’s device is using when the End-user clicks through a short link, or scans a QR Code, taps a NFC tag, or interacts with a Delivr-supported technology in some other way. This public IP address is typically based on the network that the End-user’s device is connected to. It can be a mobile operator (carrier) network, a Wi-Fi network, or an organization or a company network. The important consequence of this is that the location associated with that public IP address is typically the location of the network element such as a gateway, or a router, which may or may not be located in close proximity of the End-user’s device. In majority of cases, the location information obtained this way is accurate to the state or city level, but it is important to note that this is not always the case.  An example: an End-user travelling to Europe might be accessing the Internet through his WiFi access point connected to his company’s main network in US via a secure VPN connection while scanning a QR code in her hotel room; as the public IP address of End-user’s device will be in US, the location registered by Delivr will be in US as well. If that same End-user disconnects from her company’s VPN, connects to the mobile network and scans the same QR code, this new scan will now be registered with  a European location of the IP address of the European mobile operator’s network that her device connected to.

The Device GPS Location method involves Delivr getting the most precise GPS location data (latitude and longitude) directly from the End-user’s device at the time of interaction (click, scan or tap). The End-user must provide permission to allow her device to send the information to Delivr; if the End-user denies such permission, Delivr falls back to the IP address method. The accuracy of the GPS location data is reliable and much more accurate than the location data obtained through the IP address method. It is network-independent, so regardless of the accuracy the location represents the actual location of the End-user’s device at the time of the action. The accuracy is not always the same; it typically varies depending on the End-user’s device GPS receiver quality, environmental conditions including cell size, atmospheric effects and obstructions to get strong  GPS satellite signals.  Real-world data collected by the FAA (US Federal Aviation Administration) show that the accuracy of GPS devices is increasing.  Many modern devices with GPS can potentially have better than 1 meter (3 feet) horizontal accuracy.

FAA data collected in early 2011 shows that the horizontal accuracy of GPS SPS is often within ~1 m

Please also see: Can I get precise location information for each click, scan, or tap?

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Delivr® is a privacy-first software and services company serving thousands of businesses looking to drive audiences from offline to online experiences. Established in 2008, Delivr has developed software to track and visualize consumer engagement with print and broadcast media, labels and packaging. With Super Simple Serialization℠ and TrueMrk®, Delivr is extending its MarTech product suite to serialize and authenticate products. Headquartered in New York.