New Offering Layers on to Mobile-Device-Derived Data to Provide Marketers with More Granularity
ATLANTA – Continuing to address mobile marketers’ growing needs for more accurate and deeper data, Digital Element, the leading provider of IP Intelligence and geolocation solutions, today announced the newest edition to its NetAcuity platform of products with the introduction of Pulse Plus, the first IP-based ZIP+4 location targeting technology.
Pulse Plus is a first-of-its-kind ZIP+4 targeting solution that combines the device-derived data of NetAcuity Pulse with Digital Element’s proprietary technology that produces reverse-geocoding data feeds. Available for flat-file implementation, Pulse Plus combines this new intelligence with geographic shape and boundary files to produce the next generation of ZIP code targeting within the United States. Additionally, the Pulse Plus ZIP+4 data can be combined with demographics to produce even more granular and precise targeting for marketers.
“When we launched NetAcuity Pulse in 2014, it was the industry’s first mobile-centric IP targeting solution, and we have continued to research and develop the product in order to provide new depths of precision,” said Rob Friedman, executive vice president, Digital Element. “Pulse Plus represents the next evolution of the product, delivering the first comprehensive IP-to-ZIP+4 targeting offering that provides marketers with even more granularity. So many of our customers already use demographic data, but now they can combine that with Pulse Plus for more precise targeting. This will allow marketers to more accurately segment― and target―audiences with relevant messages wherever they live, work, travel and shop.”
ZIP+4 data is especially beneficial to marketers that want to target very specific audiences concentrated in more pinpointed locations within the United States. The following are examples of how companies across a number of industries can use this type of precision targeting:
• Restaurants may drive in more local diners by advertising specials to neighborhoods/businesses with ZIP codes within a 5-mile drive of the establishment.
• Universities might advertise to ZIP codes that contain large high schools, encouraging students to visit the campus to learn more about higher-education opportunities in their local areas.
• Retailers may drive in-store traffic by targeting ZIP codes with certain household incomes or business locales near other establishments (i.e. hotels, restaurants, etc.).
• Political campaigns can deliver specific advertising and messages to key constituents in local districts, for example where voter turn-out is low or where candidates want to gain grassroots momentum.
In terms of ZIP+4 data granularity, these digits identify more pinpointed areas—such as a group of apartments or office buildings—or a high-volume mail receiver within a five-digit delivery zone to help with mail sorting and delivery. The sixth and seventh digits of ZIP+4 indicate a “delivery sector,” such as a group of streets, P.O. boxes, a group of buildings, or even a single high-rise building. The eighth and ninth digits designate a “delivery segment,” such as a specific side of a street, a floor in an office or apartment building, or a specific department within a large office.
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, localize 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 LinkedIn and Twitter @DigitalElement then like us on Facebook. Headquartered in Atlanta and London, Digital Element is a division of Digital Envoy Inc.
