Digital Element Introduces Precision Postcode Targeting to UK Online Marketers

NetAcuity Edge – the industry’s first highly accurate postcode-level IP targeting solution for online marketers and publishers

ATLANTA – (February 15, 2010) – – Digital Element, the leading provider ofIP Intelligence technology, today launched NetAcuity Edge™, the first product of its kind to offer UK online advertisers highly accurate geographic data – down to postcode level – representing a revolutionary approach to geolocation targeting.  The development of a hyperlocal dataset capability meets pressing demand from online marketers to increase the efficiency of online advertising.

While IP targeting techniques have historically leveraged routing infrastructure analysis to approximate city-level location, NetAcuity Edge combines Digital Element’s patented routing infrastructure analysis with insight gleaned from a network of global commercial partners.  The result is a highly accurate dataset of IP-to-postcode that complies with the highest standards of end-user privacy and anonymity.

“This is a watershed moment for any company in the UK interested in delivering truly relevant messages online,” said Frank Bobo, Vice President, Digital Element.  “As Internet usage has matured, our online advertising customers are demanding better accuracy with higher granularity—in other words ‘hyperlocal’ targeting—to enable better targeting of messages and the delivery of more relevant information to users.  With NetAcuity Edge, we are offering the only truly accurate postcode-level database on the market and opening a number of doors previously closed to UK online marketers.”

AdJug, the leading European online advertising exchange, reported in September of last year that response levels to online adverts are more than 50 percent higher when Digital Element’s NetAcuity® IP Intelligence andgeolocation technology is used. The company is now deploying the NetAcuity Edge solution to target online content at the hyperlocal level.

“The ability to accurately target postcodes has long been a missing link in the United Kingdom,” said Satish Jayakumar, AdJug COO and Co-Founder.  “We’ve seen first-hand how Digital Element’s technology directly impacts response levels, and we anticipate increasing that response rate more by delivering messages even closer to home.”

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, analytics platforms, and online enterprises around the world to revolutionize the way people experience the Internet.

During Technology for Marketing & Advertising 2010 (TFM&A) conference, visit Digital Element at Stand #H18.

Digital Element is a business unit of Digital Envoy, part of Dominion Enterprises, a leading media and information services company. For more information about Digital Element, visit www.digitalelement.net.

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