Member Article

The first mobile-centric IP targeting solution is unveiled by Digital Element

Partnering with Skyhook Wireless Brings New Level of Wi-Fi Device Intelligence to Help Fill Mobile Gap for Marketers

Digital Element, the leading provider of IP geolocation technology, today announced the newest edition to its NetAcuity platform of products with the introduction of PulseTM, the industry’s first mobile-centric IP targeting solution.

Pulse represents the next generation in IP targeting and is the result of a new collaboration between Digital Element and Skyhook Wireless, the leader in wireless positioning technology and location intelligence. The collaboration marries Digital Element’s 15-plus years of IP location targeting experience with Skyhook’s Context Accelerator Hyperlocal IP data to provide a much-needed offering that fills the mobile gap within the IP targeting space.

“Mobile subscribers outnumber Internet users by almost three to one, well positioning mobile devices to become the first screens for reaching consumers,” said Rob Friedman, executive vice president, Digital Element. “NetAcuity Pulse gives marketers, advertisers, publishers and others a new solution to more effectively target today’s Internet traffic, which is a combination of both mobile and connected users.”

“Partnering with Skyhook Wireless is the start of our plans to leverage existing industry expertise in gathering data that delivers new exposure and mobile network insights,” Friedman continued. “Skyhook is the perfect partner in that regard, delivering new value that previous relationships and data partners could not provide.”

According to the Broadband Commission, Wi-Fi users represent 80 percent of the mobile population. To reach these users with location-specific ads, promotions and content, marketers now have the most precise level of IP address geotargeting technology with NetAcuity Pulse. By leveraging the “living network” of IP-location information derived from mobile devices and billions of on-device location transactions, Pulse delivers a more precise, yet privacy-sensitive, global online targeting method.

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).

“As a pioneer in the space, Digital Element recognised the need to bring this all-important missing data piece to the IP targeting puzzle,” said Steve Solari, COO at Skyhook Wireless. “Skyhook Wireless is excited to partner with Digital Element, and to provide new levels of precision location at scale through our Context Accelerator. Together, we are developing a solution that is critical to providing more relevant experiences in an increasingly mobile-focused world.”

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.

About Skyhook Wireless®

Skyhook Wireless is a worldwide leader in location. In 2003, Skyhook gathered the world’s Wi-Fi access points and combined them with GPS and cell tower locations to build a global, first-party network providing the fastest, most accurate and battery-friendly location results. Today, Skyhook handles billions of requests, powering location and context for devices, apps, publishers, ad-tech, wearables, media, mobile device management, digital rights management, device recovery and more. Skyhook Wireless is a wholly owned subsidiary of TruePosition, Inc., which is a wholly owned subsidiary of Liberty Media Corporation.

This was posted in Bdaily's Members' News section by Digital Element .