Sometrics Helps Clients Monetize the Social Web With Addition of Digital Element’s IP Intelligence

Social Intelligence Pioneer to Use IP-Technology For Enhanced Analysis and Targeting

ATLANTA and LONDON – (September 24, 2008) – Sometrics, the first company to create analytics and ad serving solutions expressly for the social web, is adding Digital Element’s industry-leading IP Intelligence technology to help clients better understand how social audiences drive revenue and to leverage that knowledge when targeting advertising online.

With social networking sites now the hottest attraction on the Internet, Sometrics is addressing the key challenge that lies in monetizing these networks: the lack of insight into user activities. By leveraging Digital Element’s technology within its social analytics and ad platform, Sometrics will add new levels of insight to its current audience analysis capabilities and will also enable the delivery of precision-targeted advertising to an audience whose potential has until now been evasive.

Digital Element’s industry-leading IP Intelligence provides global, city-level geotargeting information as well as other data including user domain; Internet Service Provider (ISP); connection speed and type; home or business user; and company name based on a user’s IP address.

“The ability to geographically segment social networking audiences and to leverage that knowledge when serving online ads is a powerful way to deliver truly relevant and meaningful messages within a publisher’s website,” said Ian Swanson, Sometrics co-founder and CEO. “This, in turn, will allow our clients to enhance the online experience for users of the social web and to drive new revenue through the delivery of pinpoint-targeted advertising and content.”

Swanson also notes that he chose to implement Digital Element’s technology after testing a number of other providers. “It was immediately clear that Digital Element’s data was more accurate and comprehensive than the other providers we tested. That’s extremely important as we work to help developers and brands better understand and capitalize on who’s doing what within the major social networking communities and ultra-targeted niche sites,” he said.

Rob Friedman, executive vice president of Digital Element, is seeing a substantial uptick in interest for improved audience segmentation and geotargeting capabilities within the social media marketplace.

“As a pioneer in social intelligence, Sometrics is really taking the social web experience to a different level by delivering new insights as to the ways in which users interact with social networking sites,” said Friedman. “We look forward to helping Sometrics enhance the capabilities that support its unique, social web-specific solutions.”

For more information on Digital Element’s IP Intelligence technology and its applications within the online advertising industry, visit Stand No. 167 at ad:tech London.

About Digital Element

Founded in 1999, Digital Element is the industry pioneer of IP Intelligence, a non-invasive, privacy-sensitive technology that automatically uncovers geographic information, connection speed, domain name, ISP, language and other characteristics about online users based solely on their IP addresses. This knowledge enables online businesses to customize content for more accurate and profitable online interactions, making it ideal for targeted advertising, content localization, geographic rights management, local search and enhanced analytics. Digital Element’s patented IP Intelligence solution with its exceedingly accurate geolocation capabilities is used by industry-leading advertising networks, web publishers, search engines, social networks, e-tailers, and analytics platforms around the world to revolutionize the way people experience the Internet.

Digital Element is a business unit of Digital Envoy, part of the Landmark Interactive division of Landmark Communications. For more information about Digital Element, visit

About Sometrics

Sometrics is pioneering social intelligence – combining deep, relevant social analytics with precision-targeted ad serving/social branding capabilities to help developers and brands monetize the social web. Founded by developers, Sometrics is the first to tailor its analytics and ad serving solutions to focus on social networking platforms and applications. It provides the most relevant and effective audience analysis available, helping developers and brands better understand who’s doing what within the major social networking communities and ultra-targeted niche sites. While still in beta, Sometrics has more than 1,200 developers using its analytics tools across multiple social networks; some beta testers have reported 200 percent growth in traffic. Sometrics is the first recipient of capital from The Mail Room Fund, an investment consortium that combines big Hollywood (the William Morris Talent Agency) with Silicon Valley (Accel and Venrock). Its first funding round also included AT&T and Greycroft Partners. Sometrics is based in Los Angeles.

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