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Some commercial databases have augmented geolocation software with demographic data to enable demographic-type targeting using IP address data. The primary source for IP address data is the regional Internet registries which allocates and distributes IP addresses amongst organizations located in their respective service regions:
For example, to do a reverse lookup of the IP address 8.8.4.4 the PTR record for the domain name 4.4.8.8.in-addr.arpa would be looked up, and found to point to dns.google. If the A record for dns.google in turn pointed back to 8.8.4.4 then it would be said to be forward-confirmed .