The new technology allows InMobi to leverage “accurate and hyperlocal” IP geo-location data, which is also (importantly) “non-invasive,” according to Digital Element. As well as offering geo-enabled ad inventory, the London-based company says it will enrich GPS and geofencing requests “down to postcode level” to help InMobi build a deeper understanding of consumer behaviour.
InMobi’s global alliances VP Anne Frisbie said:
“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.”
Digital Element’s UK & Ireland VP Charlie Johnson added:
“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 geo-location alongside traditional mobile targeting tools.’’
Geo-location is of most value to advertisers that have some kind of high-street presence, allowing brands to push location-based deals to mobile users. So InMobi’s partnership with Digital Element will likely give the network a boost with retailers. The India-based ad-network has been very active pushing its native ad products recently, so it’s good to see it’s covering all bases.