Teads enhances contextual targeting with Digital Element’s location-based technology NetAcuity Pulse™
Tue 30th May
Industry-leading IP geolocation data provider selected to increase contextual relevance of premium native video advertising
London, UK, 10th March 2016: Digital Element, the leading provider of IP geolocation technology, today announced Teads, the global leaders in native video advertising and a global monetisation platform for publishers, has adopted its NetAcuity Pulse hyperlocal IP geolocation solution to ensure the right video is served to the right audience, in the right location.
Digital Element’s technology will be integrated into inRead, an innovative native video advertising product from Teads. inRead places video outside the traditional player, inserting it into the heart of editorial content to provide a targeted experience that is respectful to the consumer. The inRead product serves video ads in premium environments, with inventory from publishers including, Mashable, Le Monde, Les Echos, Die Welt, The Guardian, The Telegraph, La Repubblica, Il Messaggero, Nikkei, Asahi, O Globo, and more.
After working with other IP geolocation partners, Teads selected Digital Element to increase the granularity and accuracy of its geographic targeting data and meet the growing demands of its premium publishers and their advertisers. Teads’ native video solutions work across all devices from desktop to smartphone – including in-app – so it is vital they can identify the consumer’s location to deliver contextually relevant video ads. NetAcuity Pulse™ combines wi-fi connected mobile traffic and internet infrastructure analysis to provide actionable insights that can be used to increase reach, accuracy and targeting ability within postcodes across the globe. This provides Teads with unrivalled IP-based geographic targeting precision for video advertising across multiple devices.
“Our products require a reliable and trusted source of data, and Digital Element’s impressive client list is a statement that its IP geolocation data has integrity. The company’s client services have been impeccable with quick, responsive, and direct answers to all our questions,” commented Bertrand Quesada, CEO of Teads. “Digital Element’s IP geolocation technology broadens and complements our product offering in a scalable manner that can be used globally and locally, further elevating our competitive edge in the marketplace.”
Digital Element’s NetAcuity Pulse™ uses a network of IP location information derived from mobile devices, billions of on-device-location transactions, and internet routing infrastructure analysis. This more precise yet privacy-sensitive online targeting method is based on where a user is located and connected at a specific point in time, regardless of device. The information provided can include whether or not the connection is being made through a wi-fi network, the user’s point-in-time geographic location, and whether a home or business hotspot is in use. The benefits of using wi-fi targeting include increased revenues, better return on investment, stronger brand loyalty, and improved consumer engagement.
Charlie Johnson, Digital Element’s Vice President, UK & Ireland, commented: “We’re delighted to be working with Teads – a game-changer in the video advertising market – to enhance the contextual targeting of its native video offering. Top-tier premium inventory requires highly relevant advertising to engage the consumer, and this will be made possible by the integration of our exceptionally granular hyperlocal data across platforms.”
Teads joins Digital Element’s portfolio of high-profile clients which includes: Microsoft, Weborama, Vibrant Media, MediaMath, Crimtan, Infectious Media, Webtrekk, Adform, eXelate, Mashero, InSkin Media AOL’s ADTECH, APSIS Ströer Digital Group, and Yahoo’s BlueLithium.
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 http://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.
Teads, founded in 2011, is the inventor of native video advertising and a global monetisation platform for publishers. Publishers work with Teads to create brand new video inventory and monetise it through Teads sales force, their own sales force, or programmatic buying.
Teads’ native video advertising solutions encompass a series of formats inserted deep into media content, like the inRead playing inside articles. It is changing the game within the video advertising market by creating unprecedented levels of premium inventory, which did not exist before.
Brands and agencies can access this top-tier, premium inventory, available on the web and on mobile, through programmatic or managed services. Through its managed services capabilities, the Teads team execute on their clients behalf using its platform.
Teads has a team of over 450 employees, 100 of which are in the innovation team, across 26 offices in 18 countries.
Naomi Whittome, GingerMay PR
Tel: +44 (0)203 642 1124