Industry-leading IP geolocation technology used to improve geotargeting capabilities of Demand Side Platform
LONDON, UK – Digital Element, the leading provider of IP geolocation technology, today announced that Adbrain, a multi-screen audience buying platform, has deployed Digital Element’s NetAcuity Edge® IP geolocation technology to enable its advertisers to reach their audiences where and when they are most likely to be responsive.
Adbrain’s Demand Side Platform empowers advertisers to connect with audiences in real time across all screens. By leveraging the OpenRTB protocol, and enriching every single bid request in real-time, Adbrain is able to provide granular mobile targeting capabilities to its clients. In order to increase the amount of RTB traffic available for geotargeted campaigns, Adbrain decided to deploy Digital Element’s advanced IP intelligence solution. Digital Element’s technology increases the available geotargetable traffic to 50-70%, as compared to 5% when relying on pure GPS coordinates.
“We found Digital Element’s IP geolocation technology to be the most accurate in the market. We use it to locate bid requests right down to postcode level, vastly extending the reach of our geotargeting capabilities,” said François Deschênes, Director of Product Development at Adbrain. “In addition, the global reach of NetAcuity Edge allows us to extend our geo-enabled inventory in all countries where expansion is planned.’’
Founded in 1999, Digital Element is the industry pioneer of IP geolocation technology, and its NetAcuity Edge technology has revolutionised the IP geolocation space. By combining IP routing infrastructure analysis with anonymous location insight gleaned from a network of global commercial partners, NetAcuity Edge provides the most detailed, hyperlocal dataset available worldwide today that maintains user anonymity and complies with the highest standards of end-user privacy.
“We are delighted to be working with Adbrain,” commented Charlie Johnson, Digital Element’s Senior Media Director, Europe. “The use of our IP geolocation technology has significantly improved their geotargeting capabilities, and we look forward to helping them reach their global market goals with precisely targeted advertising for their clients.”
Adbrain joins some of Digital Element’s other high-profile advertising technology clients including Crimtan, Webtrekk, Infectious Media, MediaMath, ADTECH, Atlas and Collective.
About Digital Element
Since 1999, Digital Element has been providing global geolocation solutions that bring anytime, anywhere relevance and context to online initiatives – from desktops to mobile devices. The company’s patented technology has been certified and accredited to deliver real-time access to accurate and reliable location intelligence without invading Internet users’ privacy. For more than a decade, many of the world’s largest websites, brands, ad networks, social media platforms and mobile publishers have trusted Digital Element’s technology to target advertising, localise content, enhance analytics, and manage content rights as well as detect and prevent fraud. Visit http://www.digitalelement.com for more information on how to bring the power of location to the online world. Follow us on Twitter @DigitalElement and like us on Facebook.
Headquartered in Atlanta and London, Digital Element is a division of Digital Envoy Inc.
About Adbrain
Adbrain is at the forefront of the data-driven, multi-screen advertising revolution.
Powered by the latest technologies in artificial intelligence and deep learning, the Adbrain platform turns data into actionable insights, allowing advertisers to connect in real time to their audiences, no matter what device they are using.
Users of Adbrain’s fully transparent, open and customisable programmatic technology stack can marry and activate their proprietary data with Adbrain cross-device personas as well as third-party data for enhanced real-time mobile and multi-screen audience buying, relevance and results – all from a single, easy-to-use interface.
For more information please visit http://www.adbrain.com/ or follow @AdbrainTech
