NetAcuity Edge Ensures Mobile Ads Are More Accurately Delivered on an International Scale

Digital Element, the global geolocation data and services provider, announced that Sift, a mobile advertising technology provider utilizing artificial intelligence (AI) and machine learning, has selected its NetAcuity EdgeTM datasets to use within its mobile app targeting solution, ensuring that clients’ ads are more accurately delivered both in the United States and abroad.

With more than 1.4 billion unique profiles of smartphone users around the world and data on billions of installed apps, Sift focuses on analyzing the connections and links between apps. The company leverages all of this data and advanced AI and machine-learning algorithms to sift through more than 50 billion mobile ad requests daily in order to hyper-target app install ads for its clients. Sift works with some of the industry’s largest agencies and demand-side platforms. It has also run thousands of advertising campaigns and delivered more than 10 million app installs for some of the largest brands in mobile.

“Competition in the mobile app marketplace is fierce, so it’s imperative that we provide the highest quality of traffic for our advertising clients to help position them to secure the best possible conversion rates,” said Slawek Pruchnik, co-founder and chief technology officer, Sift. “Our platform processes more than 600,000 bid requests per second from our 11 real-time bidding exchange partners across 180 countries. We found that our previous geolocation provider was simply not returning the level of accurate IP results we required.”

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Sift ran a beta test with Digital Element on the problematic IP addresses, and the NetAcuity Edge solution returned the accurate results with the required speed that Slawek was looking for. NetAcuity Edge is a global, hyperlocal IP geolocation offering that provides increased accuracy at the city/town and ZIP/postcode levels through super high-performance capabilities. In addition to the full Edge geo dataset (which includes country, region, metro, city, ZIP/postcode, time zone, lat/long, and connection type data), Sift has also deployed Digital Element’s proxy data within its technology platform.

“During the last year, we’ve seen a 25-to-50-percent increase in requests for proxy data as advertisers grow more frustrated with the impact proxies have on their digital marketing campaigns,” said Rob Friedman, co-founder and executive vice president at Digital Element. “Relying on a proxy’s IP address location often leads to incorrect targeting and wasted impressions because the user is hiding his or her location behind a proxy. Sift is an example of yet another forward-thinking ad-tech company that is including proxy information with a full geolocation data arsenal to improve efficiency and performance of clients’ advertising―helping them avoid wasted impressions and fight click fraud as well as enhance attribution and analytics.”

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