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Agile Computing Authors: Liz McMillan, Elizabeth White, Jeev Trika, Karyn Jeffery, Scott Allen

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Flashtalking Incorporates Digital Element’s IP Geolocation Technology into Advertising and Analytics Platforms

Digital Element, the leading provider of IP geolocation technology, today announced that Flashtalking, a leading ad serving, measuring and technology company, has deployed its NetAcuity Edge® IP geolocation solution to enable worldwide geographic user analysis and advertising optimisation.

Flashtalking has integrated Digital Element’s NetAcuity Edge technology into its ad server and dynamic advertising platforms, fusing a user’s online behaviour to geographic location and tailoring adverts to individual users. This approach considerably increases online advertising relevance, response and revenues. In addition, Flashtalking has incorporated IP geolocation into its digital analytics suite to better understand users’ behaviour and facilitate accurate post-campaign reporting for clients.

“Providing a service that offers geotargeting is a pre-requisite for any organisation within the online advertising industry,” commented Martin Pavey, UK Country Director, Flashtalking. “We selected Digital Element’s premium platform, NetAcuity Edge, after conducting a series of tests with a number of IP data providers, in which Digital Element’s data proved to be far superior in terms of accuracy, granularity and coverage. Also, Digital Element is the only MRC-accredited provider on the market, which gave us confidence in their ability to deliver. After integrating NetAcuity Edge we have seen a dramatic increase in accuracy and response for our clients advertising campaigns. Digital Element’s technology is versatile, simple to deploy and the customer service is exceptional. Their reputation as the global IP geolocation leader is well deserved.’’

Founded in 1999, Digital Element is the industry pioneer of IP geolocation technology, and its NetAcuity Edge technology has revolutionised the IP geolocation space. By combining IP routing infrastructure analysis with anonymous location insight gleaned from a network of global commercial partners, NetAcuity Edge provides the most detailed, hyperlocal dataset available worldwide today that maintains user anonymity and complies with the highest standards of end-user privacy.

Charlie Johnson, Digital Media Director, Europe at Digital Element, commented: “Flashtalking is using IP geotargeting in an innovative way, combining location data with user behaviour data to create unique messaging and offers tailored to individual users. This approach has added another dimension to campaign optimisation and has proven to dramatically uplift response and revenue for their clients.”

Flashtalking joins some of Digital Element’s other high-profile advertising and digital analytics clients including AT Internet, Adobe, Webtrends, Webtrekk, Atlas, ADTECH, Collective, Infectious Media and Doubleclick.

-ENDS-

About Flashtalking

Flashtalking is an independent ad serving, measuring and technology company, providing best-in-class digital advertising products, service and support for online advertisers, key media buying and creative agencies.

Flashtalking products lead the agency ad server market and facilitate the management, delivery and tracking of all forms of digital advertising across desktop, tablet and mobile. Core aspects include: display (including standard ads, dynamic, rich media, video, HTML5 and mobile), search, social and affiliates.

Flashtalking serves billions of ad impressions throughout the US, Europe and international markets for media groups including WPP, Publicis, Omnicom and Havas. Regional offices are currently located in London, Leeds, New York, San Francisco, Los Angeles, Chicago and Cologne.

For more information please visit www.flashtalking.com/uk/

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.

Headquartered in Atlanta and London, Digital Element is a division of Digital Envoy Inc.

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