IBM's website introduces technology to change menu according to user's "com"

Although Google identifies his affiliation from the IP address of the user, IBM will adopt technology that is a step further than that. From the "com.jp" domain of the visitor, we will distinguish the affiliated company and industry type and add products and service information etc. suitable for that type of business and display it.

It seems that we are improving our site as a tool to connect with profit, not guidance. Again Microsoft has the biggest rival only to say IBM.

Actually, this technology seems to be patented by IBM. Details are as follows.
Added an optimal menu according to attributes of IBM homepage users - Japan
http://www-06.ibm.com/jp/press/20060602001.html

It is based on the technology patented by IBM as "ESP-i (Enterprise Sensing Portal for Industries)".

Specifically, from the information on the domain of the user who accessed the homepage, the affiliated enterprise and the type of business are distinguished and additionally the entrance to the page specialized for that type of business is additionally displayed. In addition, for example, You can add content suitable for each industry such as system new products, financial system trends in Europe and the US for financial institutions, campaign information for dealer-only terminals for retailers. It is also possible to display special menus for customers and business partners. By utilizing these functions, users will be able to easily reach necessary information and useful information from their huge amount of contents to their company. In addition, IBM Japan has the advantage that it can efficiently provide appropriate content for each user.

In short, the method adopted this time is to distinguish from the user's domain name without using cookie. It is based on the application of the conventional "reverse IP reference" technology, it seems that it combines with registered information of enterprises published on the Internet and automatically displays contents matching the attributes of users.

Will Google's ads switch not only the contents of the page but also the contents to distinguish and display the user's domain and usage trends? Or is it already running?