London, UK – Digital Element, the leading provider of IP geolocation technology, today announced that InMobi, the world’s largest independent mobile advertising platform, has deployed its NetAcuity Edge™ hyperlocal IP geolocation solution to enhance the company’s targeting capabilities.
In order to enhance its existing latitude, longitude and geofencing capabilities to include its growing number of WiFi users, InMobi partnered with Digital Element to provide accurate, hyperlocal – yet non-invasive – IP geolocation data. In addition to geo-enabled advertising inventory, this partnership will enrich – in a privacy-sensitive manner – GPS and geofencing requests down to postcode level.
InMobi is investing in building a deep understanding of consumers based on their mobile behaviour. Geo-signals are one of the most valuable consumer signals generated by mobile devices.
“Use of consumer geo-intelligence is critical for delivering best in breed mobile marketing for brands and agencies,” said Anne Frisbie, Vice President, Global Alliances, InMobi. “We are excited to be partnering with Digital Element as one of our data partners for improving our geolocation targeting.”
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.
“This deployment is further validation of how Digital Element provides a competitive advantage for organisations within the mobile advertising space,” said Charlie Johnson, Vice President, UK & Ireland, Digital Element. “Mobile ad innovators such as InMobi recognise the importance of IP geolocation alongside traditional mobile targeting tools.’’
InMobi joins some of Digital Element’s other high-profile ad network and mobile ecosystem clients including Apple’s Quattro Wireless, Yahoo’s AdMovate, MobiTV, dotMobi, Madvertise, DoubleClick, Collective, Atlas, Infectious Media, Crimtan, Microsoft and Supersonic Ads.
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 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.
