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Partnership Launches IP Audience Zone Targeting

Posted on 9.11.2011

Every year, the online retail industry sees considerable growth during the holiday shopping season over the previous year, making Digital Element's new parnership with Semcasting to launch a new privacy-sensitive online marketing tool great for e-tailers.

The goal of this new tool is to target potential consumers in their "digital neighborhoods," the most important places to reach online shoppers.

Digital Element is a leading provider of geolocation and IP Intelligence technology. Their pairing with Semcasting will provide its IP-to-ZIP code targeting technology with Semcasting's IP Audience Zone Targeting solution, a technology that automatically scores and categorizes online traffic into user demographic segments, allowing for secure and full qualified audience coverge.

This melding of technologies will go beyond the estimated 35 percent of consumers targeted by cookies.

"Instead of relying on an increasingly limited base of cookied users, IP Audience Zone Targeting allows retailers to personalize the website experience using an advanced, privacy-sensitive, and demographically appropriate targeting process," says Semcasting CEO Ray Kingman, "Our solution classifies - in real time - anonymous web visitors in order to automatically provide personalized content and targeted promotions specific to digital neighborhoods across America, based on user type and demographic profiles."

IP Audience Zone will be able to identify a Web user's location down to their ZIP code by using a multi-step analytical process that incorporates Digital Element's NetAcuity Edge technology. After that, they will segment the ZIP codes by audience type and assign the demographics associated with them as sub-ZIP code micro areas for precise digital targeting.

Semcasting's IP Audience Zone gets its data from the premiere directing marketing database containing information on over 227 million individuals and more than 126 million households. They then map that to the U.S. Internet using IP addresses.

With retail e-commerce expected to grow by approximately 13.7 percent in 2011, for sales in excess of $188 billion, this solution can help retailers enhance reach and frequency, while enriching the analytics of digital campaigns through the targeting of website visitors based on the demographic and psychographic data used in other advertising mediums.

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