Industry-leading IP geolocation technology deployed to boost targeting performance
LONDON — Digital Element, the global geolocation data and services provider, has announced that Platform161, a leading programmatic advertising company that operates worldwide, is taking its targeting to a new level by upgrading to NetAcuity PulseTM.
Platform161 enhances advertising platform with Digital Element’s IP Intelligence solution, NetAcuity PulseTM
As a specialist DSP, Platform161 focuses on being flexible and customisable, creating bespoke digital ecosystems for advertisers, agencies, and publishers. It prides itself in the accuracy of its database and ability to deliver localised campaigns in any market with specific targeting requirements.
Having launched its partnership with Digital Element in 2011 with the adoption of its NetAcuity EdgeTM solution, the upgrade to NetAcuity Pulse increases Platform161’s reach, accuracy, and targeting ability by harnessing new insights derived from combining WiFi connected mobile traffic and internet infrastructure analysis. This provides Platform161 with unrivalled IP-based geographic targeting precision for online advertising across multiple devices, further reducing wasted impressions and increasing ROI for its clients.
“We recognised from the outset that the geotargeting data available from SSPs in bid requests would not deliver the level of accuracy we require and chose to partner with Digital Element for its solid reputation and highly granular data,” commented Themer Abourayan, Chief Product Officer, Platform161. “By upgrading to NetAcuity Pulse, we’re able to offer our clients improved targeting capability with the most precise data available – allowing them to make their own specific offer within tight catchment areas and with varying budgets. Since making the decision to upgrade to NetAcuity Pulse we have seen an uplift in delivery as having more data available to us has resulted in increased targeting matches on even the most granular geo data points.”
Digital Element’s NetAcuity Pulse uses a network of IP location information derived from mobile devices, billions of on-device-location transactions, and internet routing infrastructure. This more precise – yet privacy-sensitive – global online targeting method is based on where a user is located and connected at a specific point in time, regardless of device. Information can include whether or not the connection is being made through a WiFi network, the user’s point-in-time geographic location, and whether a home or business hotspot is in use.
Kate Owen, Digital Element’s Vice President, Northern Europe, commented: “There’s an increasing demand for tightly targeted campaigns – with relevant messages aimed at specific audiences for optimal engagement. Consumers expect it and advertisers want it – but are aware of the issues arising from unreliable data. Platform161 has data accuracy at front of mind, and its upgrade to NetAcuity Pulse means its clients can rest assured their personalised campaigns are as effective as possible.”
About Digital Element
Since 1999, Digital Element has been providing global geolocation data and services 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 nearly two decades, many of the world’s largest websites, brands, security companies, 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.
Headquartered in Atlanta and London, Digital Element is a division of Digital Envoy Inc.
Platform161 is the leading customisable DSP specialist. Founded in Amsterdam in 2008, the company develops flexible solutions for advertisers, agencies and publishers. Based on the business needs of each client, Platform161 creates a tailored ecosystem that ensures a sustainable increase in results. With a clear focus on the demand side, Platform161 is a neutral partner that operates independently of target conflicts and performance degradation.
The company is one of the first signatories of the Code of Conduct for Standardising Programmatic Advertising in Germany. Headquartered in Amsterdam, Platform161 also has offices in Stockholm, Hamburg, Madrid, New York and South Africa.