Adviva picks Digital Element IP intelligence tool

Adviva, the UK's largest CPM-focused advertising network, has selected Digital Element's NetAcuity IP Intelligence technology to optimise campaign delivery.

Adviva chose the NetAcuity IP Intelligence technology to optimise campaign delivery and provide real-time targeted online advertising to its clients.

Digital Element's IP Intelligence provides patented technology which allows businesses to perfect audience segmentation capabilities and targeting based on a comprehensive set of parameters such as geographic location, domain name, connection speed and company name.

Adviva will add this to its range of targeting options to improve the effectiveness of clients' online campaigns and enhance their return on investment for direct response campaigns.

Specifically, Adviva will use NetAcuity to increase targeting accuracy and to implement additional IP-based targeted advertising campaigns.

IP targeting will increase Adviva's range of technology options to improve advertising results, including behavioral targeting and video advertising.

Adviva prides itself on producing consistent results for its clients.

"Our goal is to combine the best technology with the best network of publishers and the best service to produce the best results for our clients," said Phil Coote, COO of Adviva.

"The accuracy of Digital Element's IP Intelligence technology tested well during our performance trials.

"Unsurpassed accuracy such as this demonstrates why Digital Element is the market leader.

"The ability to improve results by delivering precise targeting and offering new targeting options to our clients made Digital Element a natural fit for us".

According to the Interactive Advertising Bureau, online ad spending hit a record high in 2006 of $16.8 billion, a 34% increase from 2005.

In order to effectively compete in the interactive advertising space, companies need more tools to reach the right audience with the right customised message, said Rob Friedman, executive vice president and co-founder at Digital Element.

"The unprecedented and projected growth in online advertising has driven the need for more accurate targeting tools that ensure companies can efficiently and effectively deliver their clients' ads," Friedman said.

"Knowing that its clients' ads are being delivered to the right audience at the right time will give Adviva an advantage that will allow them to increase market share and overall client satisfaction.

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