InMobi engages Digital Element to enhance targeted mobile ad delivery
Mobile advertising platform InMobi has engaged Digital Element, a provider of IP geolocation technology, to deployed the latter’s NetAcuity Edge hyperlocal IP geolocation solution. The move is done with objective to enhance InMobi’s targeting capabilities.
In addition to geo-enabled advertising inventory, the companies claim that this partnership will enrich – in a privacy-sensitive manner – GPS and geofencing requests down to postcode level.
InMobi is investing in building a deep understanding of consumers based on their mobile behaviour. Geo-signals are one of the most valuable consumer signals generated by mobile devices.
“Use of consumer geo-intelligence is critical for delivering best in breed mobile marketing for brands and agencies. We are excited to be partnering with Digital Element as one of our data partners for improving our geolocation targeting,” said Anne Frisbie, Vice President, Global Alliances, InMobi.
Founded in 1999, Digital Element is a player in the IP geolocation technology with its NetAcuity Edge technology. “This deployment is further validation of how Digital Element provides a competitive advantage for organisations within the mobile advertising space. Mobile ad innovators such as InMobi recognise the importance of IP geolocation alongside traditional mobile targeting tools,” said Charlie Johnson, Vice President, UK & Ireland, Digital Element.
Some of the other Digital Element’s ad network and mobile ecosystem clients include Apple’s Quattro Wireless, Yahoo’s AdMovate, MobiTV, dotMobi, Madvertise, DoubleClick, Collective, Atlas, Infectious Media, Crimtan, Microsoft and Supersonic Ads.
