Digital Element Introduces NetAcuity Pulse
Digital Element, a provider of IP geolocation technology, has added Pulse, a mobile-centric IP targeting solution, to its NetAcuity platform.
Pulse is the result of a new collaboration between Digital Element andSkyhook Wireless, a provider of wireless positioning technology and location intelligence. The collaboration marries Digital Element's 15-plus years of IP location targeting experience with Skyhook's Context Accelerator HyperlocalIP data.
"Mobile subscribers outnumber Internet users by almost three to one, well positioning mobile devices to become the first screens for reaching consumers," said Rob Friedman, executive vice president at Digital Element, in a statement. "NetAcuity Pulse gives marketers, advertisers, publishers, and others a new solution to more effectively target today's Internet traffic, which is a combination of both mobile and connected users.
According to the Broadband Commission, Wi-Fi users represent 80 percent of the mobile population. By leveraging the living network of IP-location information derived from mobile devices and billions of on-device location transactions, Pulse delivers a more precise, yet-privacy-sensitive, global online targeting method.
Pulse expands the coverage reach of the global postcode-level targeting offered through NetAcuity Edge by leveraging new insights derived from Wi-Fi connected mobile traffic and infrastructure. This more precise targeting is based on where a user is located and connected at a specific point in time, regardless of device. Information can include whether the user is coming through a Wi-Fi connection point, the user’s point-in-time geographic location, and whether someone is on a home or a business hotspot.
"As a pioneer in the space, Digital Element recognized the need to bring this all-important missing data piece to the IP targeting puzzle," said Steve Solari, chief operations officer at Skyhook Wireless, in a statement. "Skyhook Wireless is excited to partner with Digital Element, and to provide new levels of precision location at scale through our Context Accelerator. Together, we are developing a solution that is critical to providing more relevant experiences in an increasingly mobile-focused world."