Mobile Advertising Case Study: Geolocation’s Role in Intelligent Audience Targeting


As mobile adoption continues to surge and mobile devices become the first screens for consumers, marketers are more aggressively eyeing opportunities within the mobile advertising space. However, a major problem facing marketers is the need to process enormous amounts of data and make actionable decisions in real time in order to drive optimal mobile advertising outcomes.

AdTheorent is already addressing this challenge. Founded in 2011, this New York-based company is transforming mobile advertising through data-driven predictive solutions. AdTheorent’s machine learning, tracking and deep linking technologies combine to maximize engagement and awareness for advertisers.

AdTheorent’s technologies provide media planners with the industry’s most effective tool for intelligent audience targeting. To ensure it was using the most accurate and reliable IP intelligence and geolocation data, AdTheorent integrated NetAcuity® technology into its platform.

“We wanted to help take the guesswork out of mobile advertising by using science and enriching mobile ads buys with first- and third-party insights,” said Chris Cagle, executive vice president, technology, at AdTheorent. “Our platform processes more than 4 billion ad requests a day from mobile sites and apps to show an ad impression. AdTheorent’s machine learning technology, the Real Time Learning MachineTM (RTLM), combines millions of data points into precise adaptive models to identify optimal audiences, delivering unprecedented lift in efficiency and effectiveness. Needless to say, accessing reliable, accurate data is a key to our performance.”

AdTheorent uses NetAcuity Edge™ hyperlocal geolocation solution to non-invasively determine consumers’ geographic locations down to a ZIP and postcode level, worldwide. Additionally, AdTheorent utilizes information from Digital Element’s other IP intelligence offerings, including mobile carrier and home/business datasets.

“A wealth of contextual insight comes from knowing consumers’ real-time geographic locations,” said Cagle. “Being able to accurately identify a mobile carrier in the industry is also a big advantage because exchanges send a lot of bad information about devices. Knowing whether we are targeting consumers at home or the office can also be a big plus in determining which ads are relevant for a specific moment in time.”

By using NetAcuity, AdTheorent can now map geographic locations more precisely while gaining access to data dimensions that its previous IP data partner could not provide. Just comparing the data at the ZIP5 level, NetAcuity was 200 percent more accurate than the previous provider.

To find out how NetAcuity stacks up in terms of other data metrics, please read the full case study.

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