Location-Focused Video Advertising Platform Geotargets Users Where They Live, Work and Play with Accuracy
ATLANTA – Mar. 25, 2015 – As the leading location-focused video advertising solution provider, Yashi builds its success by offering customers more precise targeting and enhanced optimization for their campaigns. NetAcuity Edge™ technology from Digital Element, the leading provider of IP Intelligence and geolocation solutions, has enabled Yashi to scale to meet this growing need for geotargeted video ads.
Yashi’s Demand Side Platform uses location as a primary signal in targeting, allowing advertisers to further target by parameters such as time of day, device, domain, and even by weather. Yashi’s proprietary technology analyzes billions of ad opportunities and delivers hundreds of millions of video ads every month. Through Yashi’s Platform, advertisers and agencies can create, manage, monitor, and optimize their campaigns in real-time.
“When Yashi first set out to build its Demand Side Platform, we knew our differentiator would be a focus on location,” said Larry Nolan, Head of Technology, Yashi. “Enabling advertisers to target their campaigns to a specific audience ensures that their marketing dollars are strategically invested, rather than spending money on campaigns that can’t be tracked, measured or optimized. The addition of NetAcuity Edge has provided Yashi with incredible, new-found depth and accuracy within our geolocation data.”
According to Nolan, Yashi has increased its geographic IP data look-ups fourfold─a metric he said helps “ensure that our advertisers are reaching the right people, in the right place, at the right time.”
Recent research from eMarketer shows that the U.S. audience for digital video—that is, video consumed on any digital device—will pass 200 million in 2015. In addition, spending on video advertising this year is expected to make up 28.7 percent of all U.S. digital display ad dollars, a 7.5 percent increase over 2014.
“We’re finding many digital advertising solution providers, such as Yashi, that realize the value of location to their customers’ campaigns are using our IP intelligence and geolocation technology to build the foundation of their targeting strategy because of its versatility and cost-effectiveness,” said Rob Friedman, executive vice president, Digital Element. “Recognizing how quickly our industry landscape continues to evolve, in particular video advertising, we provide a number of technology delivery options to suit almost any business model. Yashi’s platform, for example, makes advertising decisions in under 40 milliseconds, and we’ve been able to successfully support that type of speed and agility.”
Digital Element’s NetAcuity Edge technology revolutionized the IP geolocation space when introduced in 2009. By combining IP routing infrastructure analysis with anonymous location insight gleaned from a network of global commercial partners, NetAcuity Edge today still provides the most detailed, hyperlocal dataset available worldwide today that maintains user anonymity and complies with the highest standards of end-user privacy.
About Digital Element
Since 1999, Digital Element has been providing global geolocation solutions that bring anytime, anywhere relevance and context to online initiatives―from desktops to mobile devices. The company’s patented technology has been certified and accredited to deliver real-time access to accurate and reliable location intelligence without invading Internet users’ privacy. For more than a decade, many of the world’s largest websites, brands, ad networks, social media platforms and mobile publishers have trusted Digital Element’s technology to target advertising, localize content, enhance analytics, and manage content rights as well as detect and prevent fraud. Visit https://www.digitalelement.com for more information on how to bring the power of location to the online world. Follow us on LinkedIn and Twitter @DigitalElement then like us on Facebook. Headquartered in Atlanta and London, Digital Element is a division of Digital Envoy Inc.
Yashi is an award winning location focused video advertising platform that is a wholly owned subsidiary of Nexstar. The company’s platform analyzes tens of billions of video ads in real time on a monthly basis across thousands of websites. To learn more about Yashi and the company’s leadership role in programmatic video advertising, please visit www.yashi.com.
For Digital Element:
 eMarketer, “US Digital Video Audience Profile: Who’s Watching, How They’re Watching and What Screens They’re Watching,” December 2014.
 eMarketer, company report, September 2014.