Industry-Leading IP Geolocation Technology Deployed to Boost Targeting Performance

Digital Element, the global geolocation data and services provider, has announced that Platform161, a leading programmatic advertising company that operates worldwide, is taking its targeting to a new level by upgrading to NetAcuity Pulse.

Platform161 enhances advertising platform with Digital Element’s IP Intelligence solution, NetAcuity PulseTM

As a specialist DSP, Platform161 focuses on being flexible and customisable, creating bespoke digital ecosystems for advertisers, agencies, and publishers. It prides itself in the accuracy of its database and ability to deliver localised campaigns in any market with specific targeting requirements.

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Having launched its partnership with Digital Element in 2011 with the adoption of its NetAcuity Edge solution, the upgrade to NetAcuity Pulse increases Platform161’s reach, accuracy, and targeting ability by harnessing new insights derived from combining WiFi connected mobile traffic and internet infrastructure analysis. This provides Platform161 with unrivalled IP-based geographic targeting precision for online advertising across multiple devices, further reducing wasted impressions and increasing ROI for its clients.

“We recognised from the outset that the geotargeting data available from SSPs in bid requests would not deliver the level of accuracy we require and chose to partner with Digital Element for its solid reputation and highly granular data,” commented Themer Abourayan, Chief Product Officer, Platform161. “By upgrading to NetAcuity Pulse, we’re able to offer our clients improved targeting capability with the most precise data available – allowing them to make their own specific offer within tight catchment areas and with varying budgets. Since making the decision to upgrade to NetAcuity Pulse we have seen an uplift in delivery as having more data available to us has resulted in increased targeting matches on even the most granular geo data points.”

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Digital Element’s NetAcuity Pulse uses a network of IP location information derived from mobile devices, billions of on-device-location transactions, and internet routing infrastructure. This more precise – yet privacy-sensitive – global online targeting method is based on where a user is located and connected at a specific point in time, regardless of device. Information can include whether or not the connection is being made through a WiFi network, the user’s point-in-time geographic location, and whether a home or business hotspot is in use.

Kate Owen, Digital Element’s Vice President, Northern Europe, commented: “There’s an increasing demand for tightly targeted campaigns – with relevant messages aimed at specific audiences for optimal engagement. Consumers expect it and advertisers want it – but are aware of the issues arising from unreliable data. Platform161 has data accuracy at front of mind, and its upgrade to NetAcuity Pulse means its clients can rest assured their personalised campaigns are as effective as possible.”

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