Elemental Know-How

The World of IP Intelligence and Geotargeting

As Part of a Global Expansion Plan, Yieldr Adds Hyperlocal Targeting Capabilities

July 16th, 2014 by Rob Friedman · No Comments

Yieldr, a leading programmatic display advertising company, has incorporated hyperlocal IP data into its advertising platform as part of its global expansion plan.

Yieldr’s programmatic advertising platform intelligently targets users and optimizes campaigns, allowing advertisers to transform first- and third-party data into actionable revenue driving results. By adding accurate geographic targeting capabilities, Yieldr will significantly enhance advertising performance by increasing relevance, minimizing wasted impressions, and increasing ROI for its clients.

Niels Baarsma, CTO and co-founder, Yieldr, commented: “We are already receiving very positive feedback from clients and are confident about our global expansion plans knowing we have the best technology available.”

Read the full press release to learn more about how hyperlocal geolocation targeting will benefit Yieldr’s programmatic advertising results.

→ No CommentsTags: Geolocation · Hyperlocal · Online Advertising · programmatic advertising

BidTheatre Adds IP Geolocation to Improve Segmentation and Targeting

June 25th, 2014 by Rob Friedman · No Comments

BidTheatre’s demand-side advertising platform offers real-time bidding, precise audience targeting and creative optimization. It provides marketers access to thousands of premium ad networks and hundreds of thousands of publisher sites across the globe. Now those marketers will have access to a new level of geographic granularity to improve audience segmentation and advertising targeting with the addition of NetAcuity EdgeTM hyperlocal geolocation technology

Marcus Johansson, CEO, BidTheatre, commented: “Delivering advertising in the right context improves response and our clients demand the ability to geotarget with a high degree of accuracy.”

Read the full press release to find out how BidTheatre is using IP geolocation for improved relevance, response and ROI for its clients.

→ No CommentsTags: Geolocation · Hyperlocal · Online Advertising · Real-time bidding

Insight from IRCE 2014: Personalizing the Online Experience

June 18th, 2014 by Rob Friedman · No Comments

Mobile may be pushing deeper into retail marketers’ psyches, but many are still trying to get a toehold on successful strategies to personalize consumers’ web experiences. At least, that’s the feedback we received from visitors to our booth at IRCE this year.

From credit cards companies and personal electronics vendors to automobile retailers and clothing stores, it was the same mantra: We want to give online shoppers the same personalized experience they can get in a brick-and-mortar store-without breaking the bank.

The retailers we spoke with were very interested to learn more about the important role that geography and location play in personalizing the online retail experience, and how geolocation technology can help them reach their objectives.

Because of the plethora of retail solutions out there, marketers can get a little bleary-eyed when it comes to talking tech (especially at a trade show when your time and attention level are compressed into a couple of quick days). But, we did hear this loud and clear when it comes to what retailers want from geolocation technology:

  • Accurate, reliable and validated data is critical.
  • No one-trick ponies. Must have the flexibility to use for multiple applications, from displaying more personalized product options to calculating shipping and taxes to protecting against fraudulent orders and payments to delivering targeted ads and promotions.
  • The ability to grow and expand with the business, especially as companies come to better understand and fully participate in mobile initiatives.

At IRCE shows in the past, we’ve always had a lot of interest from companies in our retail applications. However, there seemed to be a greater sense of urgency from retailers this year on how exactly our technology can help them-now. Geolocation technology has definitely moved up the priority list, from a nice-to-have to a must-have tool for personalizing the web experience.

We look forward to reconnecting with everyone who stopped by the booth and helping them develop strategies for personalizing their customers’ web experiences.

Until next June in Chicago…

→ No CommentsTags: Content Localization · E-commerce · Geolocation · Mobile · Personalization

Admedo Increases CTR by Up to Five Times with IP Geolocation Targeting

May 28th, 2014 by Rob Friedman · No Comments

Admedo provides advertisers and agencies with a self-serve advertising platform that allows real-time bidding, display retargeting, advertising optimization and reporting. The U.K. company recently added NetAcuity EdgeTM hyperlocal geolocation technology to expand targeting criterion for the platform. With the addition of more granular location data, Admedo can provide more relevant advertising to specific geographies – increasing media spend efficiencies and return on investment.

In fact, Admedo has already realized exceptional results from the addition of this technology. According to Nick Moutter, CEO, Admedo, “We have been able to drive down bid rates and increase client campaign CTR by up to five times, resulting in significant savings over a more general targeting strategy.”

Read more details about the results Admedo is getting through the use of IP geolocation in its self-service advertising platform.

→ No CommentsTags: Geolocation · Hyperlocal · Online Advertising · Real-time bidding

U.K’s Channel 5 Adds IP Geolocation to Help Manage Video-on-Demand Content

May 13th, 2014 by Rob Friedman · No Comments

Online digital rights management can be complex, but IP geolocation data simplifies the process and provides the flexibility to quickly respond to constantly changing rules for content distribution.

Channel 5, one of the U.K.’s leading broadcasting companies that attracts more than 42 million weekly viewers via its family of channels, has deployed IP geolocation technology to manage the geographic rights of its internet-based TV and film content. In addition, Channel 5 will use data to determine a user’s ISP type, allowing optimization of the viewing experience.

Due to content providers’ licensing terms, the broadcaster must be able to restrict the viewing of its TV and film content, that includes shows such as “Dallas,” “CSI” and “Big Brother” to certain countries. By using real-time IP geolocation data, Channel 5 can permit access to its content where agreements are in place, and can restrict viewing where it is prohibited. Channel 5 can also use ISP-derived data to anonymously identify the viewer’s ISP, allowing optimal routing of video content across the network to enhance the viewing experience.

“Channel 5′s online reach is expanding rapidly due to the adoption of new connected devices,” commented Clive Malcher, head of product development and technology, Channel 5. “Now, more than ever, we need to be confident that we are complying with our content rights agreements across all the territories we serve, and it is of paramount importance to our business that the IP data we use to do this is accurate.”

To learn more about digital rights management for video-on-demand content, read the full press release here.

→ No CommentsTags: Geographical Rights Management · Geolocation · Online Video

Vibrant Media Improves Geotargeting Capabilities with NetAcuity Edge

April 30th, 2014 by Rob Friedman · No Comments

Vibrant Media’s ad platform delivers native, contextually relevant and branded content across more than 6,600 premium publishers, reaching more than 300 million unique users per month. With the addition of the NetAcuity EdgeTM hyperlocal geolocation solution, the global leader of in-content contextual advertising technology will greatly improve its geographic targeting accuracy and audience segmentation.

The addition of more granular geographic targeting data-down to a postcode level-into Vibrant Media’s in-content advertising platform improves relevance, click through and conversion rates for its clients’ campaigns.

“Digital Element is the global leader in IP geolocation technology and is the only IP data provider to deliver true postcode-level targeting, so the company was the natural choice to help us achieve optimum granularity at the city and postcode level”, explained Vibrant Media’s Ben Anderson, senior vice president, technology.

Read the full press release to learn more about how Vibrant Media is applying hyperlocal geolocation to clients’ online advertising campaigns.

→ No CommentsTags: Geolocation · Hyperlocal · Online Advertising

Mashero Adds Location Data to Dynamic Ad Toolkit

April 24th, 2014 by Rob Friedman · No Comments

Mashero, a leading German-based advertising creative platform, has deployed NetAcuity EdgeTM hyperlocal geolocation technology to improve real-time advertising optimization.

Mashero has integrated location data into its targAdComposer suite, software that enables advertisers to produce and optimize their advertising creatives based on real-time performance. Combining user location as a targeting criterion, with factors such as store proximity and local weather conditions, allows marketers to create advertising that connects with consumers in a meaningful way-increasing impact and performance.

Guido Brand, Mashero’s founder and managing director, commented on the importance of using highly accurate geo-data: “This element is critical for our business as we use the data to increase the relevance of advertising, which has proven to be successful and has driven a significant increase in click-through rates of campaigns-in some cases more than 10 times.”

Read the full press release to learn more about how Mashero is using location to add a new dimension to its dynamic ad toolkit for clients’ campaigns.

→ No CommentsTags: Geolocation · Hyperlocal · Online Advertising

Fore! TeeOff.com to Deliver Course Recommendations Based on Golfers’ Locations

April 23rd, 2014 by Rob Friedman · No Comments

When the weather turns warmer and the days grow longer, golfers have one thing on their minds: Get out on the course as soon as possible.

EZLinks Golf Inc., a pioneer in online reservations and tee time services, is making it easier and quicker for players around the world to schedule a round of golf through TeeOff.com by providing them with personalized course recommendations based on their geographic locations-a new capability powered by NetAcuity® Edge IP geolocation solution.

“TeeOff.com is focused on making it easier for golfers to find and book their next tee times,” said Laura Dihel, vice president marketing, EZLinks Golf.  “We are focused on creating a winning experience for golfers and golf courses. NetAcuity Edge allows us to hyper-target messaging connecting golfers with great places to golf locally.”

EZLinks Golf also plans to leverage geolocation technology to serve hyper-relevant content and advertisements, creating a custom experience for each user.

Tee up the full press release here to learn more details on how EZLinks is using IP targeting to attract and retain the next generation of golfers.

→ No CommentsTags: Content Localization · Geolocation · Hyperlocal · Local Search · Online Advertising · Personalization

Flashtalking Boosts Worldwide User Analysis and Advertising with IP Data

April 2nd, 2014 by Rob Friedman · No Comments

Flashtalking, a leading ad serving, measuring and technology company, integrated NetAcuity EdgeTM hyperlocal geolocation technology into its ad server and dynamic advertising platforms, fusing a user’s online behavior to geographic location and tailoring advertisements to individual users. This approach considerably increases online advertising relevance, response and revenues. In addition, Flashtalking has incorporated IP geolocation into its digital analytics suite to better understand users’ behaviors and facilitate accurate post-campaign reporting for clients.

“Providing a service that offers geotargeting is a pre-requisite for any organization within the online advertising industry,” commented Martin Pavey, UK Country Director, Flashtalking. “Digital Element is the only MRC-accredited provider on the market, which gave us confidence in their ability to deliver. After integrating NetAcuity Edge, we have seen a dramatic increase in accuracy and response for our clients’ advertising campaigns.”

Flashtalking serves billions of ad impressions throughout the United States, Europe and international markets for media groups including WPP, Publicis, Omnicom and Havas.

Read the full press release to learn more details on how Flashtalking is using IP targeting in innovative ways.

→ No CommentsTags: Geolocation · Hyperlocal · Online Advertising

Happy Birthday to Us

March 20th, 2014 by Rob Friedman · No Comments

It’s Digital Element’s birthday! We’re celebrating 15 years of successfully providing solutions for many of the world’s largest websites, brands, publishers, ad networks and social media platforms. That’s more than a decade of delivering the “Power of Where” for the Internet’s Who’s Who.

During the years, we’ve seen many technology companies come and go so I’m very proud of the way everyone behind Digital Element has worked to innovate and grow our solutions for the online marketplace as it continues to change at the speed of light. Cue the confetti and balloon drop!

Just a few of the corporate milestones that have contributed to our success include:

1999:   First introduced NetAcuity and pioneered the “geo-intelligence” or “geo-location” space

2002:  Named Technology Pioneer by the World Economic Forum (and in 2003)

2004:  Issued patent for technology based on identifying location of Internet users to the city level utilizing IP addresses

2005:  Parent company Digital Envoy creates two business units: Digital Element and Digital Resolve

2007:  Acquired by Landmark Communications, Inc.

2008:  Keynote Assessment provided third-party validation for accuracy of location data and collection methods

2009:  Introduced NetAcuity Edge, the first validated, global, partner-contributed geographic ZIP code and postcode level data

2010:  Opened first European office in London and expanded international sales team

2011:   Introduced IPv6 geographic database to address accessibility issues

2012:  Launched NetAcuity Developer’s Edition for evaluation, small deployments and developmental purposes

2013:  Received accreditation for the geographic location identifications reported by its NetAcuity platform from the Media Rating Council (MRC).

2013:  Issued patent for hyperlocal geolocation technology

Read the full press release to see how far we’ve come and to learn where we’re headed for the next 15 years.

→ No CommentsTags: Content Localization · Geographical Rights Management · Geolocation · Hyperlocal · Online Advertising · Social Media · Web Analytics