I am inquiring into the conditions that produce new consumer and citizen subjects in relation to historically specific technologies that link geography, demography, remote sensing, and contemporary identity politics (including geopolitics). These subjects can be understood to be the “targets” of two seemingly distinct contexts and practices: the target of a weapon and the target of a marketing campaign. In both cases, something or somebody has to be identified, coordinates have to be determined with available technologies, and the target has to be clearly marked or recognized in time and space. GIS provides the model for data bases as well as the representational logic for both warfare and marketing while GPS offers enhanced precision in locating such targets through accurate positioning. Geographically-based location technologies that draw on discourses of precision make possible the subjects of consumption and war.