Digital Element launches IP targeting at postcode level

A UK first is being claimed by Digital Element with the introduction of its IP targeting system, NetAcuity Edge, which allows online advertisers to focus down to postcode level.

With online budgets under pressure to increase their efficiency, the new capability has been shown to drive response rates of up to 50 per cent higher.

NetAcuity Edge applies a patented routing infrastructure analysis, which standard IP targeting techniques use to approximate city-level location, with hyperlocal data gathered from a network of commercial postcodes. This is what allows Digital Element to provide postcode targeting by IP while still respecting privacy and anonymity.

“This is a watershed moment for any company in the UK interested in delivering truly relevant messages online,” says Frank Bobo, vice president, Digital Element. “As Internet usage has matured, our online advertising customers are demanding better accuracy with higher granularity – in other words ‘hyperlocal’ targeting – to enable better targeting of messages and the delivery of more relevant information to users.”

European online advertising exchange AdJug deploys the system and has reported uplift of 50 per cent in response rates to postcode-level targeted ads. “The ability to accurately target postcodes has long been a missing link in the United Kingdom,” says Satish Jayakumar, AdJug COO and co-founder. “We’ve seen first-hand how Digital Element’s technology directly impacts response levels and we anticipate increasing that response rate more by delivering messages even closer to home.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here