Home » Globo Uses Digital Element’s Mobile-Centric IP Data to Localize Video Content across Brazil
Globo Uses Digital Element’s Mobile-Centric IP Data to Localize Video Content across Brazil
Latin American Media Giant Leverages NetAcuity Pulse for a More Comprehensive Digital Right Management Solution
ATLANTA – December 10, 2015 – Digital Element, the leading provider of IP geolocation solutions, today announced that Globo, one of the largest media companies in the world, has selected its technology to help provide localized video content and protect copyrights throughout Brazil.
Managing and protecting video content while delivering an exceptional consumer viewing experience creates ongoing challenges for media and entertainment companies around the world. Globo needed the ability to localize video content at a very granular level to serve one of its newest video products Globo Play, so it decided to utilize Digital Element’s NetAcuity Pulse™, the industry’s first mobile-centric IP targeting solution. Globo Play is a digital video platform that allows viewers to easily access programming―journalism, sports and entertainment―on computers, smartphones and tablets.
“Consumers expect content that is relevant locally, and content producers expect their rights to be protected,” said Igor Macaubas, globo.com’s OVP product manager. “As a company, we can’t accomplish either unless we have extremely accurate geolocation data. The combination of Digital Element’s data granularity and reliability with its customer support allows Globo to segment its video content across Brazil with confidence.”
Pulse expands the coverage reach of the global postcode-level targeting offered through NetAcuity EdgeTM by leveraging new insights derived from Wi-Fi connected mobile traffic and infrastructure. This more precise targeting is based on where a user is located and connected at a specific point in time, regardless of device. Information can include whether the user is in fact coming through a Wi-Fi connection point, the user’s point-in-time geographic location, and whether someone is on a home or a business hotspot (which may call for traffic to be handled differently).
During the evaluation process, globo.com extracted a database with 13 million IP addresses from its video access log and found some big discrepancies in reports from other providers. According to Macaubas, there were solutions that could not even return geolocation data for 2 million IP addresses. NetAcuity Pulse not only returned geolocation data for all the IP addresses, but was also the most accurate of the solutions that were evaluated.
“globo.com conducted a very extensive evaluation of all data, comparing a number of different sources, and found NetAcuity Pulse to be the most accurate at the city level in all of Brazil,” said Jorgelina Striedinger, Latin America business development director for Digital Element. “Globo is definitely implementing the most effective digital rights management tool in the market to ensure its delivering the best video products to its viewers while adhering to its partners’ distribution agreements.”
Globo joins Digital Element’s other high-profile Latin American customers, among them Televisa, Muchoviaje, Despegar.com, Sony Music, CNN, Microsoft, Omniture and DoubleClick.
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 www.digitalelement.com for more information on how to bring the power of location to the online world.
Globo is one of the largest media companies in the world, and produces approximately 2,500 hours of entertainment and 3,000 hours of news content per year in Brazil. Its network covers 98.6% of the Brazilian territory, reaching 99.5% of the country’s population. Recognized for the quality of its productions, the company has won 12 International Emmy Awards. Globo’s international operation has a division of production and distribution of sports and entertainment content that reaches over 190 countries worldwide.
For more information, visit http://www.redeglobo.com.br/.
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