mbr targeting Drives Precise Regional Marketing with Digital Element’s IP Geolocation Technology

Industry-leading IP geolocation technology chosen to enable highly efficient geographically targeted advertising campaigns

LondonDigital Element, the leading provider of IP geolocation solutions, today announced that mbr targeting, a demand-side online advertising technology provider within Ströer Digital Group, is deploying its NetAcuity Edge IP geolocation technology to enable more granular targeting across regional advertising.

As a Demand Side Platform (DSP), mbr targeting uses IP geolocation technology to add location as an advertising targeting criterion. The accuracy of the location data available is vital to ensuring effective geotargeting and reducing wasted impressions, while improving ROI.

In the automotive industry, for example, the company works with a nationwide network of car retailers offering central advertising packages that authorised dealers can opt into, specifying the number of impressions to be delivered within their precise geographic region. These booked impressions are then delivered using location data from the highly accurate geolocation solution, NetAcuity Edge.

Digital Element’s technology was selected following a rigorous testing process, in which IP address data was compared with known locations, to benchmark the accuracy of the various geotargeting solutions on the market. mbr targeting found data provided by other IP geolocation vendors was not as accurate as that provided by Digital Element’s solution.

“We are committed to geotargeted advertising and Digital Element’s technology enables us to transfer business models that have proven very successful in the analogue advertising business to the digital world,” explained Christoph Tavan, CTO mbr targeting. “While benchmarking the available solutions, we discovered that Digital Element’s technology allowed us to accurately target almost 50% more IP addresses than the next-best option in the market. Digital Element is able to locate the same number of users with almost four times better precision than any other technology provider we tested.”

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 enables numerous applications ranging from highly accurate targeting to complying with geographic rights ­ all while maintaining user anonymity and meeting the highest standards of end-user privacy.

“We’re delighted that mbr targeting has recognised the superiority of Digital Element’s data, and that we have been chosen to enable accurate and granular geotargeted advertising,” commented Kate Owen, Vice President, Northern Europe, Digital Element. “The deployment of our NetAcuity Edge IP geolocation technology will allow the company to employ far more accurate geotargeting than previously and deliver hyperlocal advertising that is more contextually relevant and meaningful, with reach that makes business sense.”

mbr targeting joins Digital Element’s other high-profile advertising and data platform clients including Microsoft, AdBlueDigital, MediaMath, The ADEX, Crimtan, Weborama, Vibrant Media, Webtrekk, Admedo, Mashero, Collective, Flashtalking, Infectious Media, AOL’s ADTECH and Yahoo’s BlueLithium.

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 company¹s 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.

About mbr targeting

mbr targeting, part of Ströer Digital Group, uses patent pending algorithms for highly efficient real-time advertising. mbr targeting is 100% science and technology focused and processes and analyses massive amounts of data. The company is working at the cutting edge of big data, machine learning and real-time technologies and operating large-scale deployments of real-time web services.