With Internet use spreading across the globe, one advertising message no longer fits all. Believe it or not, Asians, Europeans and Latin Americans account for more than 60 percent of all Web traffic, and the percentage is climbing. At the same time, Internet shoppers everywhere are becoming increasingly hostile to generic pop-ups and banners. So, how can on-line advertisers get results in such a complex and demanding marketplace? A big part of the answer is geo-targeting.

Geo-targeting means gearing ad content to a specific geographic market. Advertisers can identify on-line shoppers by IP address, postal code or area code; when the shopper visits the advertiser