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eXelate Incorporates Digital Element’s IP Geolocation Technology into its Smart Data Platform

Industry-leading IP geolocation technology used to enhance advertising targeting capability

London, UK, 18th March 2014: Digital Element, the leading provider of IP geolocation technology, today announced that eXelate, a global leader in smart data and analytics, has deployed its NetAcuity Edge™hyperlocal geolocation technology across the company’s product suite to enhance advertising targeting capabilities for clients.

eXelate’s smart data platform provides accurate, actionable, agile data and analytics on online household demographics, purchase intent, and behavioural propensities. Through the collection of trillions of directly measured online data points and distribution partnerships with information leaders such as Nielsen, Nielsen Catalina, MasterCard Advisors, Bizo, and more, eXelate makes online, offline, and custommodeled data sets actionable across 800M online consumers worldwide.

By incorporating hyperlocal IP geolocation technology into their smart data suite, eXelate can now provide very granular and anonymous user location information as standalone targeting criteria. Additionally, location can be combined with other targeting criteria, such as demographics, to enhance targeting capability and advertising effectiveness.

Elad Efraim, CTO and Co-Founder, commented: “Using Digital Element’s IP geolocation technology enables us to provide superior and reliable data to our advertising clients, both buy-side and sell-side. We required industry-leading technology to meet our high standards of data accuracy, so selecting a well-established and trusted IP geolocation provider was an obvious choice.”

Founded in 1999, Digital Element is the industry pioneer of IP geolocation technology, and its NetAcuity Edge technology has revolutionised the IP geolocation space. By combining IP routing infrastructure analysis with anonymous location insight gleaned from a network of global commercial partners, NetAcuity Edge provides the most detailed, hyperlocal dataset available worldwide today that maintains user anonymity and complies with the highest standards of end-user privacy.

“We are delighted to be working with eXelate, delivering the benefits of hyperlocal geotargeting to their business,” said Kate Owen, Managing Director, Europe, at Digital Element. “The new level of location granularity adds another dimension of targeting to their audience segmentation capabilities, reducing wasted impressions and increasing the ROI for their clients’ campaigns.”

eXelate joins some of Digital Element’s other high-profile digital analytics and advertising clients including Webtrekk, AT Internet, Omniture, Webtrends, Atlas, ADTECH, Collective, Infectious Media, and DoubleClick by Google.

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, localise content, enhance analytics, and manage content rights as well as detect and prevent fraud. Visit www.digitalelement.comfor more information on how to bring the power of location to the onlineworld.

Headquartered in Atlanta and London, Digital Element is a division ofDigital Envoy Inc.

About eXelate

eXelate is the smart data company that powers smarter digital marketing decisions worldwide for marketers, agencies, platforms, publishers and data providers. eXelate’s smart data platform provides accurate, actionable, and agile data and analytics on online household demographics, purchase intent, and behavioural propensities. Through the collection of trillions of directly measured online data points and distribution partnerships with information leaders such as Nielsen, MasterCard Advisors, Bizo, and more, eXelate makes online, offline, and custom modelled data sets actionable across 800M online consumers worldwide. As members of the NAI, IAB, trustE, Council for Accountable Advertising, and Evidon’s Open Data Partnership, eXelate is a leader in privacy compliant advertising practices.

For more information, please visit or follow @eXelate.

Press Contact
Hazel Johnstone, GingerMay Marketing
Tel: +44 (0)203 642 1124

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