Following a successful R&D and pilot program, Mediata and Skyhook Wireless today announced their international partnership to leverage Skyhook’s Hyperlocal IP positioning capabilities as part of Mediata’s proprietary digital audience targeting platform.

The results of the pilot demonstrate an average 20% uplift in performance metrics, across CPA and CPC campaigns, versus other IP location providers.

This partnership allows leading audience management platform Mediata to offer brands highly-granular geo-targeting across all devices with precision as fine as 100 metres on IP addresses served through Wi-Fi networks. Adding precise location to Mediata’s user profile data is a major step forward for brands seeking to reap the benefits of precision audience targeting at scale. For the past 10 months, the companies have been collaborating on a dedicated research project comprising 500 million impressions across multiple industry verticals.

Mediata ran the pilot with SKYHOOK’s Hyperlocal IP positioning capabilities with its Australian and New Zealand clients across Banking, Retail, Car Rental, Telecommunications and Real Estate verticals.

“Teaming up with the world’s leading location positioning company has already demonstrated very significant improvement in not only campaign performance, but also our audience intelligence,” said John Stones, head of product and innovation for MEDIATA. “Integrating SKYHOOK into our platform means we can more consistently reach the customers we are targeting. It also increases the accuracy of our post-campaign reporting, which in turn means more meaningful Insights for our customers and Campaign Management Team.”

“MEDIATA’s results prove the hypothesis that hyperlocal targeting drastically improves the signal of content,” said Kipp Jones, SVP of product and engineering for SKYHOOK.  “We are excited for MEDIATA and their customers and are looking forward to their roll-out across APAC.”

The platform integration has been completed in Australia and New Zealand.  Hong Kong and Singapore will follow in the next few weeks and it is expected full regional coverage across APAC will be available by the end of 2014.  This major announcement comes as MEDIATA is this week celebrating five years of leadership in the Australian digital audience management arena.