Abstract: A method implemented by a server hosting a web site includes storing a plurality of market-specific data structures that are each associated with a different market corresponding to a particular geographic area. Each market-specific data structure includes content customized for a corresponding market. The server receives, from a client device, a request for a web page in a web site hosted by the server. The server reads an Internet Protocol (“IP”) address from the web page request received from the client device to identify a geographic location of the client device based on the IP address. The server also returns, to the client device, a market-specific data structure that is associated with a market corresponding to the identified geographic location of the client device.