Elemental Know-How

The World of IP Intelligence and Geotargeting

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

eXelate Makes Smart Data Platform Even Smarter with Hyperlocal IP Geolocation

March 18th, 2014 by Rob Friedman · No Comments

eXelate’s smart data platform provides accurate, actionable, agile data and analytics on online household demographics, purchase intent, and behavioral propensities. Through the collection of trillions of directly measured online data points and distribution partnerships with information leaders such as Nielsen, Nielsen Catalina, MasterCard Advisors, Bizo, and more, eXelate makes online, offline, and custom modeled data sets actionable across 800 million online consumers worldwide.

Now the global leader in smart data and analytics is adding NetAcuity EdgeTM hyperlocal geolocation technology to enhance advertising targeting capabilities even further for clients. eXelate can now provide very granular and anonymous user location information as standalone targeting criteria. Additionally, location can be combined with other targeting criteria, such as demographics, to enhance targeting capability and advertising effectiveness.

Elad Efraim, CTO and co-Founder, commented: “Using Digital Element’s IP geolocation technology enables us to provide superior and reliable data to our advertising clients, both buy-side and sell-side.”

Read the full press release for all the benefits eXelate stands to gain with the addition of hyperlocal geotargeting.

→ No CommentsTags: Geolocation · Hyperlocal · Online Advertising · Web Analytics

Travel Agency Despegar.com Customizes Online Trip Planning By User Location

February 19th, 2014 by Rob Friedman · No Comments

Despegar.com, the largest online travel agency in Latin America, wanted to understand-in detail-its web users’ locations to be able to offer them the best online experience, while also providing them travel search results according to their expectations.

“The user’s experience in every interaction with the site is a priority,” said Cristian Martinez, product owner at Despegar.com, “When we talk about experience, one of the cornerstones is the location of the user. We need to know the exact place where the user is located to offer them the best trips, hotels and discounts.”

Despegar.com is a one-stop-shop for both tourist and corporate travel. Travelers can choose from 500 airlines, 70 car rental agencies and thousands of packages around the world. Despegar.com’s users have access to 150,000 hotels, one of the largest hotels online data bases available in the market. To help customize online trip planning for its users, Despegar.com is deploying NetAcuity® Edge to offer a more localized online experience; concrete and accurate search results; and specialized newsletters.

Read the full press release here to get more specifics on how your agency or company in the travel and hospitality industry can use IP data to get a competitive edge.

→ No CommentsTags: Content Localization · Geolocation · Local Search · Personalization

Aertv Adds NetAcuity to Support Online Geographic Rights Management

January 30th, 2014 by Rob Friedman · No Comments

Aertv, Ireland’s first social TV platform, offers 34 channels including BBC One, BBC Two, BBC News, RTÉ One and RTÉ Two. The platform allows viewers to watch live TV shows on PCs, laptops or mobile devices while simultaneously using social media channels such as Facebook and Twitter. Due to content provider licensing rights, the company must restrict viewing of its TV and film content to Ireland.

That’s a lot of content to manage across a number of different channels so it makes sense that Aertv deployed NetAcuity® geolocation technology to support its geographic rights management. But it doesn’t stop there. Additionally, Aertv will utilize our connection type data to optimize the viewer’s experience.

According to Aertv’s Director Philippe Brodeur, “Aertv switched to a premium IP geolocation provider to absolutely ensure content is restricted to Ireland. We require the most accurate and up-to-date IP geolocation data.”

Read the full press release here to get more specifics on how Aertv is using IP data to comply with geographical viewing restrictions.

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

Four Years Later: Our European Expansion

January 22nd, 2014 by Rob Friedman · No Comments

In 2009, Digital Element expanded its operations into Europe in anticipation of increased demand for IP Intelligence and geolocation technology. Made up of 47 independent countries where people speak more than 200 different languages, Europe seemed a logical place where brands would need online targeting granularity at the city and postcode level.

Four years later, the demand for market-leading geolocation continues to surge, and our client list has as well. This notable growth has come from a range of companies and sectors, from multinationals to startups, involved in advertising, web analytics, online video and TV/film, financial services and eCommerce.

For example, Collective, Vibrant Media, Infectious Media, Crimtan, Smart AD, Netsprint, Adswizz, Eyeota, Flashtalking, Supersonic Ads, Affectv, and adTEN comprise our list of leading ad platform providers that need accurate geographic data for delivering ads to the right audiences.

Online video/TV/film/music distributors Virgin Media, Channel 5, and AerTV, have all recently deployed NetAcuity Edge to protect their valuable media content and improve user experience.

Read the full press release here and learn what other European brands have joined Digital Element’s client base of industry leaders.

→ No CommentsTags: Geolocation · Online Advertising · Online Video

Cheers to 2013 and Here’s to 2014

December 24th, 2013 by Rob Friedman · No Comments

The Digital Element team wishes all our customers and partners a happy holiday season!

As this year comes to an end, we can’t help but look back at some of the major milestones in 2013, including a significant upsurge in customers adding more depth and granularity to their geolocation data in order to enhance their marketing efforts. As companies around the world embrace geolocation technology, many are recognizing the multitude of new opportunities that location-based applications afford.

Significant corporate milestones that have contributed to Digital Element’s success in 2013 include:

We look forward to even more in 2014 as we continue to share our location expertise and expand that knowledge base deeper into mobile marketing initiatives.

So raise your glasses with us. Cheers to 2013…and here’s to a healthy, productive and prosperous 2014!

→ No CommentsTags: Geolocation · Mobile

2014 Geolocation Predictions: It’s All About the Context

December 10th, 2013 by Rob Friedman · No Comments

2014 is shaping up to be another big year for geolocation technology. However, next year, it’s going to be about “contextual” geolocation.

  • Post codes and latitude/longitude data are interesting, but more importantly, instantly knowing where the user is in terms of “place” and deriving contextual information from that (using location as a proxy for their interests) will be key. For example, knowing someone is at a high-end hotel, a Starbucks, a McDonald’s, sports venue, a school or even on an airplane tells you a lot about users and what likely interests them. Using WiFi targeting by IP address, marketers will be able to determine a lot of this information about a user-instantly-with no opt in.
  • Marrying real-time trend information (from Twitter, Facebook, news or weather sites, etc.) with IP geolocation data will give additional instant contextual information about what is really going on in any given area at that point in time. Marketers will be able to use this information to target users as these trends are taking place, delivering messages that are timely and relevant.
  • Marketers will be looking for a one-stop shop for geolocation technologies. There are so many different options that marketers can’t possibly keep up with when to use which geolocation technology at what time in the buying process. They will expect to have a provider that can bring all technologies to the table and be more consultative as to which technology to use at given points and how to best apply them within campaigns.

We certainly expect to see more and more brands rethink and rejigger their digital targeting strategies in 2014, especially as more of them push deeper into the mobile marketplace to reach on-the-go consumers in real time. We’ll look back at these predictions mid-summer to see if we’re on track.

The real catalyst in the push to use more contextual geolocation technology next year may actually be driven by the successes or failures of this year’s holiday shopping season.

→ No CommentsTags: Behavioral Marketing · Geolocation · Mobile

Four Ways Geolocation Will Save Your Thanksgiving This Year

November 25th, 2013 by Rob Friedman · No Comments

You know the saying, “The best laid plans of mice and men often go astray.” No matter how well you plan for that big Thanksgiving Day feast, something unexpected most certainly will happen. Last-minute additions to the dinner guest list. Burnt green bean casserole. Missing pieces of Great-Grandma’s silverware (the ones you ONLY use at Thanksgiving). The dog lapping up his share of sweet potato casserole-before the guests. And, by the way, did anyone buy cranberry sauce?

Thanksgiving can be a stress-filled, sometimes “unforgiving” day. Fortunately, geolocation technology is available to help save you from some of the Thanksgiving trials and tribulations that may come your way.

  • Knowing you’ll be making a trip out-somewhere-on Thanksgiving Day to buy those last-minute items, you log on to your home computer that morning to check store hours for your favorite grocer. The website automatically displays store locations in your ZIP code area with hours of operation for Thanksgiving. Eureka!
  • Now that you don’t have to run all over town looking for groceries, you have a few minutes to steal yourself a latte at the local coffee shop. You’ve even got time to log on to WiFi and check the football line-up for the day. What’s this? An ad from the local day spa suggesting you give “the Thanksgiving cook in your life” a day off from the kitchen. You’ll be king (even if you did forget the cranberry sauce)!
  • Since you’ve previously opted in to receive in-store specials (it is your favorite grocer after all), you get an ad on your smartphone while shopping with a buy-one-get-one-free offer on select organic items. The four “cousins twice removed” from California that are now coming to dinner only eat organic. You must be the luckiest guy in the world!
  • And, while it’s probably too late to save this year’s sweet potato casserole, after dinner you use your favorite mobile app on your tablet to find a list of dog training programs in your area in preparation for next Thanksgiving. Oh, look buddy, school starts on Monday!

These are just a few ways that geolocation touches our lives-not only for Thanksgiving, but each and every day.

Here’s to a healthy, happy and stress-free Thanksgiving holiday to one and all.

→ No CommentsTags: Geolocation · Mobile · Online Advertising

Ad:tech New York Recap: Data, Data Everywhere

November 14th, 2013 by Rob Friedman · No Comments

Ad:tech New York delivered on its promise to be THE Digital Marketing event of the year. A lot of the hub-bub seemed to be around Big Data. Information. Intelligence. Analytics. Whatever you want to call it.

Marketers are reveling at the abundance of information they have at their fingertips to hone campaigns. Consumers are becoming more willing to pass along data to preferred companies when there’s a relevant deal in it for them.

Life is good! That is, if the information you’re getting is reliable and accurate.

The Digital Element booth was busier than ever fielding questions from brands, publishers, advertising networks and mobile marketers about geolocation. Their current challenges: Data accuracy and granularity. So many of our visitors realized using subpar data for their online geotargeting initiatives was just like throwing money down the “cyber” drain.

Outside of our geographic location datasets, which can target from a country level down to a ZIP or postcode level worldwide, visitors were keenly interested in our other solutions that can identify the carrier and connection type (WiFi or cellular) a mobile visitor is using based on an IP address.

Our team looks forward to reconnecting with everyone once we’ve all had a chance to fully decompress.

And, oh, did I forget to mention the Kevin Jonas keynote?

→ No CommentsTags: Geolocation · Mobile · Online Advertising