Location data is most useful in order to can tell advertisers the proximity associated with physical locations to potential customers.
To better accomplish that job, geo-location data provider Digital Element is out with its new NetAcuity Stage of Interest (POI) database. The Atlanta-based company says this is the first this kind of IP address-to-POI database.
POIs and IP contact information. It contains millions of bodily locations in the US and Canada, EVP Rob Friedman and co-founder informed me, pinpointed via longitude/latitude coordinates plus obtained from various location data suppliers, such as Infogroup. The locations consist of restaurants, shopping centers, movie theaters, historical attractions and so on.
IP address include static ones, such as those people on fixed wireless or mobile data spots, as well as dynamic contact information that change quickly as indicators are handed off between systems. Friedman said that Digital Element offers years of experience with the location of these powerful IP addresses so they can quickly become filtered out, because they can change prior to an ad is delivered.
Why this issues to marketers. In the typical use case for the brand new POI database, a restaurant string may want to serve an ad in order to users near one of its many places, when they visit a web site or application from a participating ad exchange.
Because Digital Element understands which IP addresses are close to the chain’ s locations, the brand name can advertise only to those customers whose phones are reaching the web through those particular IP address. Brands can also target their competitors’ customers, such as Home Depot delivering ads to users near Lowe’ s stores.
Whilst other location data providers provide GPS-to-POI data, Friedman claims this is actually the only one that connects IP address with physical locations. He observed that IP addresses are more dependable, since they don’ t need to be switched on or granted access by the consumer, the way GPS does. Additionally , he or she said, the IP address provides a more granular targeting.
This story first appeared upon MarTech Today. For more on marketing and advertising technology, go here.
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