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Digital Element Helps Tumri Boost Online Relevance

IP Intelligence Aids in the Delivery of “True” 1-to-1 Marketing Capabilities

ATLANTA – (March 9, 2009) – Digital Element, the leader in IP Intelligence solutions, today announced that Tumri, the leading provider of dynamic display advertising solutions, will be utilizing the company’s NetAcuity® geotargeting technology to make online advertising more powerful for brands and advertisers and more relevant for consumers. Digital Element’s IP Intelligence will be combined with Tumri’s dynamic ad construction and optimization capabilities to enable advertisers to deliver highly targeted display ads to online consumers.

Through its proprietary technology platform, Tumri provides integrated brand and performance marketing tools that marry advanced targeting capabilities with a dynamic, interactive presentation layer. This unique approach allows Tumri’s customers to seamlessly adjust marketing messages to consumers based on the behavioral, contextual and location information gained through Tumri’s ad delivery platform. For example, ads can automatically be deployed with different headlines, products, pricing, images, etc., depending on who is viewing the ad online .

“The online advertising industry is making great strides in enhanced targeting approaches, but historically there have been poor tools for marketers to go the last mile and deliver truly relevant, personalized messaging to these target audiences. Tumri closes this final gap by enabling marketers to seamlessly customize their messaging to their target audiences,” said Calvin Lui, president & CEO of Tumri. “By combining IP Intelligence with our dynamic ad serving platform, online advertisers are able to deliver extremely targeted display ads to consumers, thereby generating a significant lift in response rates.”

Tumri has found that, on average, the targeted ads served on the Tumri platform have performed 100 percent to 400 percent better than standard ads. Additionally, Tumri has created significant efficiencies for advertisers because targeted variations of ads are generated dynamically versus each variation being created separately.

“We selected Digital Element’s technology because it offered the most complete geotargeting solution available in the industry, and we believe that location information plays a crucial role in delivering on the promise of true ‘1-to-1 marketing’,” added Lui.

Independently verified to be more than 99.99 percent accurate at a country level and 95 percent accurate at a city level worldwide, Digital Element’s IP Intelligence and geotargeting technology provides information such as geographic location (country, region, state, city and zip code), connection speed, Internet Service Provider (ISP), language, domain name, demographics, and more.

“Tumri is truly helping to revolutionize the dynamic delivery of online advertising,” said Rob Friedman, executive vice president, Digital Element. “Tumri is able to apply the knowledge gleaned from its system to allow advertisers to change messaging on the fly — based on who is viewing an ad and in what context. Tumri is already taking the next big logical step in online advertising by moving creative messaging to a whole new level, allowing advertisers to make more meaningful connections with consumers.”

About Digital Element

Founded in 1999, Digital Element is the industry pioneer of IP Intelligence, a non-invasive, privacy-sensitive technology that automatically uncovers geographic information, connection speed, domain name, ISP, language and other characteristics about online users based solely on their IP addresses. This knowledge enables online businesses to customize content for more accurate and profitable online interactions, making it ideal for targeted advertising, content localization, geographic rights management, local search and enhanced analytics. Digital Element’s patented IP Intelligence solution with its exceedingly accurate geolocation capabilities is used by industry-leading advertising networks, web publishers, search engines, social networks, e-tailers, and analytics platforms around the world to revolutionize the way people experience the Internet.

Digital Element is a business unit of Digital Envoy, part of Landmark Interactive, a Landmark Media Enterprises Company. For more information about Digital Element, visit

About Tumri, Inc.

Tumri is the leading provider of dynamic display advertising solutions. Based in Mountain View, CA, Tumri ( has developed an innovative advertising platform that creates a highly dynamic and interactive advertising experience. The Tumri solution – the AdPod – enables advertisers to craft highly targeted marketing messages to consumers on-the-fly. The Tumri platform seamlessly deconstructs ad creatives into core sub-components, then enables advertisers to adjust each sub-component by targeting parameters or optimize by performance metrics. As a result, the Tumri platform delivers highly relevant advertising messages to consumers while lowering creative production costs and timelines. Additionally, Tumri’s patent-pending platform optimizes performance at a sub-ad component level and delivers unparalleled consumer insights through its proprietary reporting. Tumri was named a “One to Watch” company for Dealmaker Media’s 2007 Momentum Growth Conference and has been featured in The New York Times,  The San Francisco Chronicle, and in BusinessWeek. Tumri is funded by the premier venture capital firms Accel Partners, Lehman Brothers Venture Partners, and Shasta Ventures. To learn more about Tumri

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