Accurate Post-Code Data Helps Drive Performance For Geotargeted Real-Time Bidding Campaigns in the U.S. and Canada
ATLANTA – May 21, 2013 – Digital Element, the leading provider in IP Intelligence and geolocation solutions, today announced that AcuityAds Inc., an industry-leading, real-time bidding (RTB) solution provider, has selected its NetAcuity Edge™ technology to facilitate the delivery of hyperlocal geotargeted advertising campaigns in the United States and Canada.
RTB is significantly contributing to the Internet’s overall ad expansion. According to the Interactive Advertising Bureau (IAB), display and video RTB spending each more than doubled during 2012 to $1.948 billion and $387 million, respectively. In fact, IAB estimates that 22 percent of all online video advertising and 19 percent of display are now bought through RTB platforms.
“There is no question that programmatic buying is becoming the future of marketing as more and more advertising inventory becomes digital,” said Marco Muzzi, marketing director for AcuityAds. “This is an extremely exciting time for digital advertising. Being able to offer an accurate hypertargeting solution helps us ensure our clients are reaching consumers in the most relevant geographic locations which, in turn, drive performance and results for their campaigns.”
Working with Fortune 50 brands, top North American agencies and major non-profit organizations, AcuityAds operates within Canada and the United States, serving both advertisers and publishers in the RTB space. AcuityAds’ solutions are designed to connect the right consumers to the right advertisers in the most efficient and safest way possible. Its current product offering delivers first-class RTB solutions for traditional online display, video and mobile campaigns.
AcuityAds uses Digital Element’s NetAcuity Edge hyperlocal technology to more accurately determine the geographic location of the end user for each RTB bid request, allowing the company to better target its clients’ campaigns using more granular information─ especially in Canada where it didn’t have the capability to geotarget to a post-code level previously. In addition to the Edge technology, AcuityAds is utilizing Digital Element’s ISP and proxies data solutions.
“Growth in RTB spending is being driven by two key influences: more operational efficiency and better targeting,” said Rob Friedman, executive vice president, Digital Element. “Because of this, the marketplace is seeing increasingly more adoption by major advertisers as well as emergence into the video and mobile space. Digital Element’s technology is proven to help leading RTB solution providers, such as AcuityAds, deliver on all fronts.”
About Digital Element
Digital Element delivers the de facto standard in IP Intelligence, providing coverage for 99.9999 percent of the Internet. Digital Element’s patented technology combines Internet routing infrastructure analysis with hundreds of millions of partner-derived online end-points, resulting in the most accurate IP geolocation data available today. Most of the world’s largest networks, websites, retailers, publishers, advertisers and more deploy Digital Element’s IP technology to target advertising, localize content and video streaming, manage geographic rights and enhance analytics. As an industry pioneer, Digital Element has long been a technical leader in evolving non-invasive IP Intelligence technology.
Acuity is Real Time Bidding. Founded in 2009, with the vision of creating better online advertising technology, Acuity’s combination of cutting edge machine learning and exclusive data has revolutionized the industry. Acuity is the Real Time Bidding platform provider of choice for many Fortune 500 brands and digital agencies and is currently experiencing fast growth thanks to the launch of a real-time bidding solution for online video advertising. Visit www.acuityads.com for more information.
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Interactive Advertising Bureau, “2012 Digital Advertising Growth: Mobile and Video Lead the Way,” April 16, 2013.