DNS - Neustar Helps MakeMyTrip.com "Geo-Target" Customer Traffic

Neustar, a provider of communications solutions and directory services, announced that MakeMyTrip.com, an online travel portal based in New Delhi, India, picked Neustar's geographic traffic routing service to provide geographically relevant content to customers in different regions of the world.

Geographic traffic routing service from Neustar operates on Neustar's UltraDNS Directory Services Platform. This database-driven service allows Web site operators to provide different Domain Name System or "DNS" responses to different users based on their geographic locations.

An advantage of this service is that it guides customers to Web servers that will provide the best results or deliver targeted content. As a result, Web sites improve in efficiency, load distribution and the overall customer experience. It also allows a network to function in its most effective capacity, company officials claimed.

MakeMyTrip.com leverages the service in three regions of the world, with content specific to these regions made available to users in each.

Chetan Uberoy, chief technology officer at MakeMyTrip.com, said the company offers very specific content targeted at their major markets in the United States and the UAE, so they want customers in these markets to be routed directly to Web servers customized for their needs.

With Neustar's geographic routing service, MakeMyTrip's traffic from North America is routed to a data center in the United States; traffic from the United Arab Emirates is routed to a data center in India; and traffic from the rest of the world is routed to a second data center in India, company officials said.

"Neustar's Traffic Management Services are ideal for a fast-growing, Web-focused company such as ours," Uberoy added. "They are very cost-effective services when compared to an equivalent in-house solution, and we also benefit from having the very best DNS infrastructure."

In addition to geographic traffic routing, Neustar's Traffic Management Services also includes server monitoring and failover, and global server load balancing, according to company officials.

Earlier this year, Neustar introduced its Mobile Barcode Clearinghouse Services at the GSMA's (News - Alert) Mobile World Congress, TMCnet reported. The service enables advertisers and enterprises to expand the reach and their targeting capabilities using 2D barcodes.