SYS-CON MEDIA Authors: Kevin Benedict, Gilad Parann-Nissany

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Vibrant Media Incorporates Digital Element’s IP Geolocation Technology into Contextual Advertising Platform

Digital Element, the leading provider of IP geolocation technology, today announced that Vibrant Media, the world's leading native, contextual advertising company, has deployed its NetAcuity Edge™ hyperlocal IP geolocation technology to improve geographic targeting accuracy.

Vibrant Media’s advertising technology delivers native, contextually relevant advertising and branded content across more than 6,600 premium publishers, reaching more than 300 million unique users per month. The addition of more granular geographic targeting data into Vibrant Media’s in-content advertising platform refines the company’s audience segmentation and targeting capability, improving relevance, click through and conversion rates for its clients’ campaigns.

“Digital Element is the Global Leader in IP geolocation technology and is the only IP data provider to deliver true postcode-level targeting, so the company was the natural choice to help us achieve optimum granularity at the city and postcode level”, explained Vibrant Media’s Ben Anderson, SVP, Technology. “Digital Element also offers a high level of customer service, so we are delighted with this partnership”.

Founded in 1999, Digital Element is the industry pioneer of IP geolocation technology, and its NetAcuity Edge technology has revolutionised the IP geolocation space. By combining IP routing infrastructure analysis with anonymous location insight gleaned from a network of global commercial partners, NetAcuity Edge provides the most detailed, hyperlocal dataset available worldwide today that maintains user anonymity and complies with the highest standards of end-user privacy.

“We are pleased to be working with Vibrant Media to enhance their contextual product suite with more granular IP geolocation data,’’ commented Charlie Johnson, Digital Element’s Senior Media Director, Europe. ‘‘Our focus is on providing precise and robust geolocation data, which is fundamental to providing the insight required to deliver meaningful advertising that instantly connects with consumers.’’

Vibrant Media joins some of Digital Element’s other high-profile advertising platform clients including Microsoft, MediaMath, Crimtan, Admedo, Mashero, Collective, DoubleClick, Flashtalking, Infectious Media, AOL’s ADTECH and Yahoo’s BlueLithium.

ENDS

About Digital Element

Since 1999, Digital Element has been providing global geolocation solutions that bring anytime, anywhere relevance and context to online initiatives – from desktops to mobile devices. The company’s patented technology has been certified and accredited to deliver real-time access to accurate and reliable location intelligence without invading internet users’ privacy. For more than a decade, many of the world’s largest websites, brands, ad networks, social media platforms and mobile publishers have trusted Digital Element’s technology to target advertising, localise content, enhance analytics, and manage content rights as well as detect and prevent fraud. Visit www.digitalelement.com for more information on how to bring the power of location to the online world.

Headquartered in Atlanta and London, Digital Element is a division of Digital Envoy Inc.

About Vibrant Media

Vibrant Media (www.vibrantmedia.co.uk) is the world's leading provider of in-content contextual technology that gets brand content and advertising discovered across platforms. With over 6,600 premium publishers, reaching more than 300 million unique users per month (comScore, 2012), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements and branded content within text and images. Vibrant works with top brand advertisers such as Hewlett Packard, Microsoft, P&G, Sainsbury's and Unilever.

The company was founded in 2000 and has offices in New York, San Francisco, Detroit, Chicago, Los Angeles, Boston, Atlanta, London, Paris, Hamburg, Munich and Dusseldorf. Vibrant Media was voted as one of the top three suppliers in the 2011 IPA Digital Media Owners Survey.

For more information, visit www.vibrantmedia.co.uk.

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