Quova, a Neustar company that provides fixed IP geolocation data, recently announced a partnership with XA.net, a company that helps marketers engage their customers through real-time bidding for online display ads, to improve target advertising based on Quova’s IP data and intelligence.
The partnership makes Quova’s audience targeting solutions (ATS) available across XA.net’s demand-side platform, optim.al. ATS provides marketers with intelligence based on IP addresses, allowing for more precise targeting of business and consumer audiences.
"What is exciting about this partnership is that marketers can tailor their display ads to a specific audience in real-time by using Quova’s hyper-local data while bidding through the optim.al platform," said Miten Sampat, vice president of product strategy at Quova, in a statement. "Optim.al is integrated across all major online inventory sources, so this is a truly powerful solution for advertisers."
Based in Mountain View, Calif., Quova helps online retailers and other organizations determine where their Web site visitors are located to improve search results, fight online fraud, and deliver geographically targeted advertising. It was acquired by Neustar last year.
XA.net, which is based in San Francisco, helps marketers and agencies buy, manage, and optimize online media and data through an advertising technology platform.
The companies are also collaborating on an analytics offering that enhances XA.net’s optim.al for a social advertising platform, including a Facebook ad testing and management system.
"Though we have seen quite a bit of unbundling of data and media over the past several years, we fundamentally believe that our clients' media-buys are more efficient and effective when data and media are priced and optimized together," added Rob Leathern, XA.net founder and CEO. "We are excited to partner with Quova to bring our cutting-edge Real-Time Bidding expertise together with their world-class data into one seamless and compelling package for our clients."