Web hosting provider Thruport Technologies recently announced it has upgraded its geographic targeting capabilities to IP Intelligence solution provider Digital Element's NetAcuity IP Intelligence technology.
Thruport says it will use NetAcuity to handle the geographical targeting needs of its online ad management system, AdJuggler. The company decided that moving to the platform most widely used in the marketplace would reduce discrepancies with third-party providers, decrease the decision time for the geo lookup and provide more consistency in ad targeting due to NetAcuity's unsurpassed accuracy. Thruport says geo-targeting could also improve overall client satisfaction by reducing wasted impressions while increasing click-through rates and message reach.
Digital Element's IP Intelligence technology will not only enable Thruport to segment and target its online audience based on geographic location worldwide, it will also provide other parameters such as domain name, connection speed and Internet service provider giving Thruport's clients a wealth of data to target campaigns in new ways, such as serving rich media ads only to those users with high-speed connections.
"Switching to NetAcuity allows us to increase speed, compatibility, value and accuracy of ad delivery for our clients. At the end of the day, it's about getting the right ad to the right people as quickly as possible and NetAcuity helps us reach that goal," says David Moser, president and chief operating officer at Thruport.
Source: The WHIR News