Americans' ZIP codes will be embedded in HTTP headers

Router maker Juniper Networks plans to introduce a new technology from Feeva to its routers this summer, with which you can modify the HTTP packet headers from each user by adding a zip code in the nine-digit “zip + 4 ″ format. The provider knows the exact mailing address of each client with whom she has contracted - even Google doesn’t have such valuable information.

At first glance, a stupid initiative can make a real revolution in the online advertising market, because now advertisers will be able to calculate the address of each site visitor up to the street - and show him narrowly targeted advertising. Targeting by IP address did not satisfy them at all (accuracy of 35-40 km).

This method of identification is beneficial for online stores and other web services that can finally get rid of large forms that the buyer must fill out before registering.
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Moreover, in the future it will be possible to embed other personal information permitted by law into the headers of the packages.