Digital Element Becomes Industry’s First Accredited Source for Geolocation Data
On September 24, 2013, Digital Element became the first provider of IP geolocation data to receive accreditation from the Media Rating Council (MRC), the independent industry organization whose mission is to ensure valid, reliable and effective audience measurement services. This accreditation means the industry now has an MRC-accredited source for geolocation data to which it can turn, which ultimately can lead to enhanced confidence throughout the digital advertising ecosystem in the accurate measurement of campaigns at a local market level.
The Accredited Metrics
Digital Element has received accreditation from the MRC for the geographic location identifications reported by its NetAcuity® platform. Specifically, the MRC accreditation certifies that Digital Element’s geolocation identifications for U.S. data at the Designated Market Area (DMA) level and above adhere to the MRC’s Minimum Standards for Media Ratings Research.
What the Accreditation Means for NetAcuity Customers
This accreditation validates Digital Element’s status as a trusted partner to many of the world’s largest websites, brands, ad networks, social media platforms and mobile publishers. Quite simply, it means we’re delivering on our promise: To provide the industry’s most accurate data for geotargeting. Customers can now feel even more confident about the quality, depth and accuracy of our geotargeting capabilities.
Evolution of NetAcuity
Digital Element, a division of Digital Envoy, revolutionized the geolocation space when it first introduced NetAcuity in 1999. Since then, the NetAcuity platform has evolved to include much more than the newly accredited geographic information and also offers other IP Intelligence factors such as connection type, mobile carrier, NAICS codes, home/business user, SIC codes, domain name, company name, ISP, language, and more. In 2009, Digital Element introduced the only validated, partner-contributed geographic ZIP code and postcode level data, giving marketers reliable and accurate hyperlocal targeting capabilities. In 2011, an IPv6 database was introduced, representing the next evolution in the company’s NetAcuity technology.
About the MRC
The MRC is a non-profit Industry association established in 1964 composed of leading television, radio, print and internet companies, as well as advertisers, advertising agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 90 research products are audited by the MRC. Additional information about MRC can be found at http://www.mediaratingcouncil.org.
* NetAcuity Standard Edition is accredited by the Media Rating Council (MRC), whose mission is to ensure valid, reliable, and effective audience measurement services. NetAcuity Edge and Pulse have not been accredited by the MRC, but are built upon NetAcuity Standard Edition MRC-accredited data, layering in user-supplied and device-derived data, respectively, as validated and aged by Digital Element’s proprietary techniques.