Improve Digital bolsters mobile targeting with Digital Element technology implementation

IP geolocation technology provider Digital Element has now equipped publisher advertising platform, Improve Digital, with its NetAcuity Edge hyperlocal targeting solution. The company says that this should help clients reach their intended audiences in the right locations.

The Digital Element technology is already part of 360 Polaris, Improve Digital’s full stack monetisation tech platform for video, mobile and web content providers. It is a programmatic ad solution that combines premium ad server reach with a supply side platform to drive revenue for content providers. Improve Digital now has over 250 media partners and works with brands such as Hearst, eBay, IDG, and more.

Garry Turkington, Chief Technology Officer of Improve Digital explains that transparency is key.

“Our business is built on providing accurate insights into high-value ad inventory and audiences, being a trusted and transparent partner to our clients and serving the best interests of publishers, content providers, and broadcasters. The quality of service we provide depends on a reliable, transparent, and trusted source of data, and Digital Element’s geolocation technology broadens and complements our product offering both globally and locally, further elevating our position in the marketplace.”

Improve Digital hopes that the latest integration can boost accuracy of its geographic targeting data. The 360 Polaris technology incorporates all formats including video, native ads, rich media and display ads. By incorporating the NetAcuity Edge technology, Improve Digital enables clients to improve their understanding of their customers for a better chance at reaching their intended audiences.

Charlie Johnson, Digital Element’s Vice President, UK & Ireland, added:

“Improve Digital is a leading player in the video advertising industry, and their ability to provide a premium service for content providers is reliant on high quality data to form accurate targeting profiles. This will be made possible by the integration of our exceptionally granular hyperlocal data into the 360 Polaris platform, and we look forward to helping them achieve the standards expected by their impressive client base.”

Improve Digital joins Digital Element’s portfolio of high-profile clients which includes: Disney Interactive, Sony Pictures, CNN, BBC, ESPN, Channel 5, Hulu, CBS Interactive, YouView, Turn, Videology and Teads.tv.