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23 05 2007

Adviva links up with Digital Element to offer real-time IP targeting

Digital Element, the leading provider of IP Intelligence solutions, today announced that Adviva, the largest CPM-focused advertising network in the United Kingdom, has selected its NetAcuity® IP Intelligence technology to optimize 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 percent 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 customized 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.”

About Digital Element

Digital Element delivers the de facto standard in IP intelligence, providing coverage for 99.9999 percent of the Internet and collecting more than one million points-of-view daily from different online vantage points. Taking advantage of its patented technology and a team of dedicated data analysts, some of the world’s largest networks, website and search engines access the most comprehensive set of IP data available to deliver targeting advertising, content localization, geographic rights management, local search optimization and analytics. Through Digital Element’s industry vision and leadership, this non-invasive technology has evolved into much more than geographic information and now includes other intelligence factors such as connection speed, domain name, ISP and language.

For more information on how to uncover new levels of insight about online users, please visit www.digital-element.net.

About Specific Media

Specific Media, one of the advertising industry's fastest-growing interactive media companies, enables advertisers to target consumers based on demographics, behaviors, geographic locations and/or the contextual relevance of websites visited. Specific Media works with many of the Fortune 500 brands including seven of the top 10 companies. Specific Media's network reaches more than 140 million U.S. monthly unique users. Since 1999, the company has partnered with hundreds of top quality publishers such as: ABC, CBS, FOX, Major League Baseball, Sportsline.com and VIACOM. For additional information, visit www.specificmedia.com

Contact:
Christine Schoultz
Specific Media
949.861.8898
cschoultz@specificmedia.com

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