Poindexter Partners with Digital Envoy

The ad optimization technology provider is now using Digital Envoy to help point online advertisers in the right direction -- or rather, at the right audience.

Poindexter Systems, which provides technology to help advertisers optimize online campaigns, has licensed Digital Envoy’s NetAcuity solution for geo-targeting.

Poindexter segments audiences to help advertisers hit the users most likely to be interested in their offerings. Segmentation is based on such factors as time of day, connection speed, income, age and gender. Adding Digital Envoy augments the company’s existing geographic capabilities, fine-tuning geographic targeting by continent, country, state, county, city or township, postal code, area code, ISP, domain and time zone.

Poindexter is licensing Digital Envoy’s NetAcuity solution and will pay the company an undisclosed licensing fee. The service will be integrated into Poindexter’s core product, the Progressive Optimization Engine (POE). Customers will pay no additional fee.

After running a number of head-to-head tests, Poindexter settled on Norcross, Ga.-based Digital Envoy because of the accuracy of its targeting, said Joe Zawadzki, chairman and founder of five-year-old Poindexter Systems.

Poindexter tested four geotargeting companies by setting up a dummy Web site and having friends and family visit the site. The visitors provided Poindexter with their correct ZIP codes. Poindexter then supplied the geotargeters with the visitors’ IP addresses and asked them to guess the correct ZIP codes.

Digital Envoy is widely used in Web analytics and ad serving technology. DoubleClick signed on with the company late last month, and Accipiter began using the company’s data in January. Use of the company’s data is also at issue in a lawsuit it filed against Google in early March. Digital Envoy company claimed that the Mountain View, Calif.-based search giant was improperly using its technology to target advertising by geography.

Poindexter’s technology works at the moment when a user requests a Web page. The accompanying ad request is redirected to Poindexter. The company analyzes the user’s demographics anonymously and, in a millisecond, decides which of a series of an advertiser’s ads — if any — would be best served to that user.

For example, users in their 20s might be most receptive to a low-interest card from a credit card company, while those over 50 might fancy a gold card. POE determines these demographics on the fly and sends the appropriate offer to the appropriate user.

Now, with Digital Envoy, that user will be more precisely identified as to geographic location, Zawadzki said. Ads for cold-weather gear, for example, could be targeted to users in the north, while ads for beach-going accoutrements could go to those in more southern climes.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource