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Emediate Switches Geolocation Technology Providers, Selects Digital Element to Help Refine Targeting for Online Ads in Nordic Region

City-level targeting, highest data accuracy cited as top reasons for choosing NetAcuity Edge solution

LONDON – (May 29, 2012) – Digital Element, the leading provider ofgeolocation and IP Intelligence technology, today announced thatEmediate, the leading provider of ad serving technology in the Nordic region, has selected its NetAcuity® EdgeTM IP geolocation technology to provide clients with the highest level of accuracy in city-level targeting for online ads.

“Our clients demand the ability to target online ads down to the city level, not just at a broad regional level,” said Otto Neubert Block, Managing Director, Emediate. “We find it interesting that Digital Element uses several different sources and parameters to identify geolocation, and we look forward to offering our clients a state-of-the-art geotargeting solution.”

Online targeting specifically in the Nordic region has previously been difficult due to the common practice of ISPs routing large numbers of IP addresses through various centralised hubs. With less sophisticated geolocation methodologies, this practice leads to a disproportionate number of IP addresses being incorrectly identified as being located at this centralised hub, rather than the actual spot at which they connect with the publicly routable internet.

Digital Element’s NetAcuity Edge technology has revolutionised the IP geolocation space by addressing this issue and 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 accurate, and granular, hyperlocal dataset available worldwide today that maintains user anonymity and complies with the highest standards of end-user privacy.

Independently verified to be more than 99.99 percent accurate at a country level and 97 percent accurate at a city level worldwide, Digital Element’s non-invasive IP Intelligence and geotargeting technology provides information such as geographic location (country, region, state, city and postcode), connection type, Internet Service Provider (ISP), proxy information, and more based solely on an IP address.

“Geotargeting capabilities are already standard service features for online ad serving companies around the world,” said Kate Owen, Managing Director, Europe, Digital Element. “The most successful companies, such as Emediate, recognise how data depth and accuracy can truly differentiate them in key markets. Emediate’s newfound ability to accurately and reliably deliver targeted advertisements down to a city level will help solidify its reputation and standing in the Nordic marketplace as clients start to receive more value for their campaign investments.”

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, localise content and video streaming, manage geographic rights and enhance analytics. As an industry pioneer, Digital Element has long been a technical leader in evolving non-invasive IP Intelligence technology and offers many IP datasets including Country/Region/City/Postcode Geography, Connection Speed, Mobile, 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.

About Emediate

Emediate is the leading provider of ad serving technology in the Nordic countries. Since its inception in 2001, Emediate has grown rapidly and presently employs 35 people in seven countries.

With EmediateAd, Emediate’s ad serving platform, web publishers get a complete system for managing, targeting and forecasting digital ads—for online display, mobile and video. Currently, EmediateAd handles more than 45 billion ad impressions per month.

Emediate has earned a best-in-test award and has been the recipient of a “Gazelle” prize—an award given to Denmark’s fastest growing profitable companies—no less than five times in recent years.

Read more about Emediate on

Digital Element Media Contacts:

Ginnia Cheng
Johnson King
020 7401 7968

North America:
Jan Sisko
Carabiner Communications


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