Crimtan Enhances Its Ad Platform

IP geolocation and intelligence tech company Digital Element has announced that Crimtan, a UK-based global advertising technology company, is taking its targeting to a new level by upgrading to NetAcuity Pulse – an IP targeting solution to use insights from mobile traffic to increase reach and coverage for mobile and connected traffic.

Crimtan’s advertising platform, RAMP360, uses unique data, audience profiling, targeting and optimisation to offer digital marketing products and services to advertisers that significantly enhance campaign performance. The company launched its partnership with Digital Element in September 2013, with the adoption of its NetAcuity Edge solution to provide accurate geographic targeting capability for online advertising down to postcode level worldwide.

The upgrade to NetAcuity Pulse increases reach, accuracy and targeting ability within postcodes, globally, by harnessing new insights derived from combining WiFi connected mobile traffic and Internet infrastructure analysis. This provides Crimtan with unrivalled IP-based geographic targeting precision for online advertising across multiple devices, further reducing wasted impressions and increasing ROI for its clients.

“We welcome the addition of NetAcuity Pulse, the improved targeting capability will enable our clients to deliver precisely localised campaigns, and will help maintain Crimtan’s competitive edge,” commented Rob Webster, Crimtan’s chief product officer. “We have benefitted from excellent customer service as well as leading-edge solutions with Digital Element in recent years, and upgrading to NetAcuity Pulse was an obvious choice to improve our client offering. We plan to move into new markets and expect to see further uplift in performance globally.”

Digital Element’s NetAcuity Pulse uses a network of IP location information derived from mobile devices, billions of on-device-location transactions, and Internet routing infrastructure. This more precise yet privacy-sensitive – global online targeting method is based on where a user is located and connected at a specific point in time, regardless of device. Information can include whether or not the connection is being made through a WiFi network, the user’s point-in-time geographic location, and whether a home or business hotspot is in use. The benefits of using WiFi targeting include increased revenues, better return on investment, stronger brand loyalty, and improved consumer engagement.

Charlie Johnson, Digital Element’s vice president, UK and Ireland, commented, “The large majority of mobile users are choosing WiFi networks over their mobile services, so forward-thinking companies such as Crimtan realise the opportunity for their clients to include these connections to reach and engage with consumers. NetAcuity Pulse will keep Crimtan ahead of the competition, and we are pleased to be able to continue to develop our technology to meet its needs in the evolving mobile landscape.”

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