1. A method implemented by one or more processors, comprising: identifying an IP address; receiving a prior electronic request that: originates from the IP address, and includes request data that includes a numerical physical location identifier; applying a netmask to the IP address to generate a masked address of the IP address; accessing an electronic mapping that maps each of a plurality of masked addresses to one or more corresponding numerical physical location identifiers; selecting the numerical physical location identifier for the IP address based on the numerical physical location identifier being assigned to the masked address of the IP address in the electronic mapping, the numerical physical location identifier being one of the corresponding numerical physical location identifiers of the electronic mapping, wherein selecting the numerical physical location identifier for the IP address based on the numerical physical location identifier being assigned to the masked address of the IP address in the electronic mapping comprises: using the electronic mapping to verify the numerical physical location identifier included in the request data; assigning the selected numerical physical location identifier to the IP address in one or more databases; subsequent to the assigning, identifying an electronic request that originates from the IP address; determining particular electronic content to provide in response to the electronic request based on the particular electronic content being associated with the selected numerical physical location identifier assigned to the IP address; and transmitting the particular electronic content for providing to the IP address in response to the electronic request.