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Digital Element Extends Postcode-Level Online Targeting Capabilities Across the Globe

NetAcuity Edge provides the industry’s first highly accurate hyperlocal IP geotargeting solution

LONDON – (13 September 2011) – Digital Element, the leading provider of IP geolocation technology, today announced a global expansion of NetAcuity Edge™, the first product of its kind to offer highly accurate IP-to-postcode targeting. This non-cookie-based dataset meets the pressing demand from advertising networks, web publishers, search engines, social networks, e-tailers and analytics platforms to offer a richer, safer, more personalized online experience while protecting user privacy.

Based purely on Internet network infrastructure analysis of ISP nodes, and insight derived from Digital Element’s global partners, NetAcuity Edge maintains the traditional user anonymity associated with IP geolocation data while delivering an unprecedented level of IP-to-postcode targeting precision. Originally launched in the United States in 2009 and the UK in 2010, NetAcuity Edge now extends hyperlocal targeting capabilities across all of Europe, Asia-Pacific, Latin America, Africa, and the Middle East.

NetAcuity Edge is currently being deployed by Alterian (LSE: ALN), the leader in customer engagement technology and solutions, in its WebJourney Analytics solution. WebJourney provides a new kind of web analytics that focuses on creating a more personalized web experience. NetAcuity Edge allows WebJourney to conduct postcode segmentation of web visitors in real-time, giving Alterian clients an extremely powerful tool for understanding and engaging with prospects, customers and website visitors.

“We are finding that our clients clearly recognize the need to be able to segment online audiences and target their messages, however previous technologies touting ‘hyperlocal’ geotargeting simply did not offer the reliability or accuracy that they required,” said Rusty Warner, Vice President, Product Marketing, Alterian. “NetAcuity Edge erases the limitations once associated with postal-code targeting and now offers technology with exceptional granularity—not only in Europe but around the world. Our clients also feel comfortable knowing that no personally identifiable information is collected or stored.”

Postcode precision geotargeting with NetAcuity Edge

Since its initial launch, NetAcuity Edge has revolutionized the IP geolocation space by providing the only validated IP-to-postcode geographic data on the market. While IP targeting techniques traditionally rely on routing infrastructure analysis to an approximate city-level location, NetAcuity Edge combines traditional infrastructure analysis with anonymous insight gleaned from a network of global commercial partners to better map the Internet. The result is the most granular and accurate hyperlocal dataset that maintains user anonymity and complies with the highest standards of end-user privacy.

“With competition intensifying in the digital landscape, this is a breakthrough moment for any business looking to gain a competitive edge by delivering truly relevant messages online,” said Frank Bobo, Digital Element’s Vice President of Business Development. “Online businesses can now better meet consumer demand for personalized content while preserving complete user privacy.”

Digital Element’s clients include the Internet’s leading online retailers, publishers and advertising networks who understand the value in using hyperlocal targeting to make the online experience more personally relevant for their customers.

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, video portals and social networks deploy Digital Element’s IP technology to target advertising, localize content and video streaming, manage geographic rights, and enhance analytics. As the industry pioneer, Digital Element has long been the technical leader in evolving non-invasive IP Intelligence technology and now offers many IP datasets including Country/Region/City/Postcode Geography, Connection Speed, Domain Name, ISP, Company Name, Industry, Home/Business, Language, and Proxy information.

For more information on how to uncover new levels of insight about online users, please visit  Digital Element is a business unit of Digital Envoy.

Media Contacts:

Ginnia Cheng
Johnson King
020 7401 7968

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