Krux Adds Geolocation Targeting

Cross-screen data management solutions provider Krux has integrated IP geolocation technology from US firm Digital Element into its services, to help clients segment audiences, geographically target advertising, and localise web site content.

Digital Element's NetAcuity Edge ad targeting solution provides validated IP-to-postcode geographic data by combining routing infrastructure analysis to an approximate city-level location, with anonymous insight gleaned from a network of global partners. This technology will be integrated into Krux's services, which capture data from any device - smartphones, tablets, desktops, laptops, and connected TVs - and make it actionable in real-time across web and mobile browsers, apps, e-commerce and advertising.

Charlie Johnson (pictured), Digital Element's Senior Media Director, Europe, comments: 'We pride ourselves in providing the most accurate, hyperlocal geolocation data available, and are delighted that Krux felt our reputation for both data quality and customer service would enable them to support their clients' needs with ease.'

Last year, ad technology company Crimtan integrated Digital Element's geolocation technology into its RAMP360 platform, to enable geographic targeting of online advertising at zip/post code level.

Web sites: www.krux.com and www.digitalelement.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.