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Agile Computing Authors: Elizabeth White, Yeshim Deniz, Liz McMillan, Pat Romanski, Larry Alton

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Mashero Incorporates Digital Element’s IP Geolocation Technology into Dynamic Advertising Platform

Digital Element, the leading provider of IP geolocation technology, today announced that Mashero, a leading German-based advertising creative platform, has deployed its NetAcuity Edge® hyperlocal geolocation technology to improve real-time advertising optimisation.

Mashero has integrated Digital Element’s technology into its targAdComposer suite, advertising software that enables advertisers to produce and optimise their advertising creatives based on real-time performance. Combining user location as a targeting criterion, with factors such as store proximity and local weather conditions, allows advertisers to create advertising that connects with consumers in a meaningful way, increasing impact and performance.

Guido Brand, Founder and Managing Director, Mashero, commented: "We use Digital Element’s leading IP geolocation technology in many of our client campaigns and have been delighted with the results. The decisive factor in our decision to choose Digital Element was the guarantee of highly accurate geo-data. This element is critical for our business as we use the data to increase the relevance of advertising, which has proven to be successful and has driven a significant increase in click-through rates of campaigns – in some cases more than ten times."

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.

“The inclusion of location data to Mashero’s dynamic ad toolkit offers an additional dimension to campaign optimisation, ensuring the best possible results for clients’ advertising campaigns”, commented Kate Owen, Digital Element’s Managing Director, Europe. “Adapting advertising content based on the environment people are in has proven to be a success for Mashero and its advertisers.’’

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

ENDS

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.

About Mashero

Mashero is a Berlin based start-up founded in 2009 by Guido Brand, André Gräf and Daniel Pieper. Its innovative ad-serving web tool, TargAdComposer, allows advertisers and agencies to personalise and optimise display ads during a live campaign.

The platform allows advertisers to individually design banners per target group by integrating all targeting types – increasing relevancy and click-through rates – and can be used without any programming skills.

Mashero won the 2008 Gründerwettbewerb Multimedia 2008 awards and the 2010 Berlin-Brandenburg Business Plan Competition. For more information, please visit: www.mashero.com.

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