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How does Marketo determine "Inferred Company Name"?

Question asked by Dan Stevens. Expert on Oct 9, 2015
Latest reply on Oct 9, 2015 by Dan Stevens.

Several of our anonymous leads are being referred via the Google ad network - where we have a selection of targeted display ads active.  We want to notify our account executives when someone clicks on an ad that's among his/her named accounts.  What's really odd is the value Marketo is populating for "inferred company".  When the user hits our Marketo landing page, Marketo attributes them as being from "Google".  Does anyone know what underlying logic/approach Marketo uses to identify "inferred company"?  I would think IP address using reverse IP lookup.