Ad network and technology company 24/7 Media Monday will offer its clients the ability to target ads geographically, through a deal announced Monday with Digital Envoy.
The agreement effectively makes 24/7 one of the first ad networks to offer targeting by region. Using Atlanta-based Digital Envoy’s patent-pending technology NetAcuity, the company can offer its network advertisers the ability to target users down to a country, state or city level, or by ISP. That targeting will occur on top of the company’s existing profile-based ad serving capabilities.
“We are very excited to be chosen to supply 24/7 Media with our NetAcuity geographic targeting technology,” Dave Schindler, vice president of business development for Digital Envoy. “Demand for this technology is growing rapidly and 24/7 Media will be able to meet this demand with global coverage and high accuracy while protecting the privacy of its clients’ customers.”
Silicon Alley-based 24/7 will also offer to bundle NetAcuity into its technology products, allowing licensees to deliver their own geographically targeted campaigns.
“This agreement with Digital Envoy gives us a competitive advantage in the industry by allowing us to globally target users by country, region and city in a highly reliable manner,” said Vivienne Dacey, senior vice president and general manager for the company’s technology unit, 24/7 Connect. “Utilizing Digital Envoy’s industry-leading NetAcuity product, we will better serve our clients who desire to reach local audiences with regionally specific advertising.”
While the geographic targeting will occur on top of any profile-based ad serving, the companies could not confirm whether 24/7 plans to add data gleaned from NetAcuity to its anonymous profile database. Spokespeople from 24/7 Media did not return phone calls by press time.