Industry-leading IP geolocation technology enriches data segmentation to improve targeting capability
London, UK, 20th May, 2015: Digital Element, the leading provider of IP geolocation technology, today announced that The ADEX, one of the world’s foremost Data Management Platforms (DMP), has deployed its NetAcuity Edge™ hyperlocal IP geolocation technology to enrich data sets, improving audience understanding and targeting ability.
The ADEX is a next-generation DMP that aggregates, segments and analyses data. This data enables advertisers, publishers and agencies to learn more about their audiences, providing actionable insight to help serve relevant content and advertising that instantly connects with consumers.
By incorporating IP geolocation technology into its DMP, The ADEX can now provide granular location information while maintaining user anonymity. Additionally, location can be combined with other demographics to enhance targeting capability and advertising effectiveness.
“Having tested several vendors, Digital Element was by far the best performing IP provider, offering the most detailed and accurate data across all countries globally,” explained Dino Bongartz, CEO of The ADEX. “We are expanding into APAC and other new markets, so choosing a partner with global market presence and a strong reputation in the industry was important to us. Digital Element was by far the best option and we place a high value on the partnership. Since adopting the technology, our clients have reported an uplift in conversion rates of up to 25%.”
Digital Element is the global leader and industry pioneer in IP geolocation technology. Its intelligence solution provides the most detailed, hyperlocal dataset available worldwide today that complies with the highest standards of end-user privacy.
Kate Owen, Digital Element’s Vice President, Northern Europe, commented: “We are very excited to work with such a forward-looking and rapidly developing company as The ADEX to improve their DMP offering. Our highly accurate geolocation data will enable the company to provide the most granular and in-depth insights to their clients, enabling more improved audience segmentation. This helps deliver meaningful content and advertising that drives better user engagement and ROI.”
The ADEX joins some of Digital Element’s other high-profile data management and advertising platform clients including Microsoft, Webtrekk, Qubit Digital, Adform, Crimtan, Weborama, Vibrant Media, Admedo, Wiredminds, Eyeota, Infectious Media, MediaMath, DoubleClick, Cxense, Lotame, Krux, AOL’s ADTECH and Yahoo’s BlueLithium.
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.com for more information on how to bring the power of location to the online world. Follow us on Twitter @DigitalElement and like us on Facebook.
Headquartered in Atlanta and London, Digital Element is a division of Digital Envoy Inc.
About The ADEX
As a global technology specialist for data management, The ADEX provides all participants in digital data driven and programmatic advertising access to all platforms.
With ADEX DMP, The ADEX has developed a data management platform technology that aggregates, segments and analyses data from many and various data sources and structures. Customers can then use the relevant data for internal purposes or allow it to be used by external partners, making the data available real-time as target groups of relevance for advertising purposes on digital marketplaces for automated booking. In the process, there is no mandatory association between inventory and data providers. Various third-party data suppliers are integrated within ADEX DMP – for instance Schober as a partner for offline information such as demographics.
For more information, please visit www.theadex.com.
Naomi Whittome, GingerMay PR
Tel: +44 (0)203 642 1124