Marketing-leading Geolocation Technology Used to Improve Online Advertising Performance across Russia
ATLANTA – LONDON (June 26, 2013) – Digital Element, the leading provider in IP Intelligence and geolocation solutions, today announced that Kavanga, one of Russia’s leading advertising networks, has deployed its NetAcuity Edge® hyperlocal IP geolocation technology to optimise online advertising performance.
IP geolocation data is now used in Kavanga’s advertising targeting platform to complement other audience segmentation criteria such as socio-demographic, re-targeting, real time bidding, and user interest. This type of advanced targeting allows the company to precisely segment audiences and deliver extremely relevant advertising to its users across its network of websites. The Kavanga network spans 1,500 websites, is viewed by approximately 32 million people per month, and covers a wide variety of sectors, such as motoring, sport, financial services and leisure.
“Geotargeting is an integral part of our offering”, said Dmitry Lelis, CEO, Kavanga. “As one of the leading advertising networks in Russia we need to ensure that our IP data is the most accurate on the market. With Digital Element, we are confident that our clients’ campaigns will see improved performance as a result of having access to the most precise data available today.’’
Digital Element’s NetAcuity Edge technology has revolutionised the IP geolocation space by 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 this traditional approach 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.
“We are delighted to be working with Kavanga,” said Kate Owen, Digital Element’s Managing Director, Europe. “The addition of accurate geographic location data to Kavanga’s audience segmentation suite ensures that their clients receive solutions that will maximise ROI of their online advertising campaigns.’’
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, retailers, publishers, advertisers and more deploy Digital Element’s IP technology to target advertising, localize 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.
The Kavanga advertising network was founded in 2008. Offering advanced audience segmentation across 1,500 sites with total reach about 32 million people per month, Kavanga works with some of the world’s leading brands such as Audi, Heineken, Land Rover, Tele 2, Unicredit Bank, Visa and Russian largest advertisers Mobile TeleSystem, Megafon, ALFA-BANK, media agencies and advertising holding group, such as Mindshare and Mediacom, GroupM, BBDO, Aegis Media, Publicis, ADV.
Kavanga covers most advertising categories, including: FMCG, automobile manufacturers and dealers, banks and financial services, mobile operators, manufacturers and retailers of electronics and computers, real estate, tourism, Internet resources, entertainment services amongst others and recently celebrated serving its 10,000th advertising campaign.
For more information on Kavanga please visit http://kavanga.ru/?eng.
Digital Element Media Contacts:
020 7401 7968