Seeding Alliance, a leading specialist in native advertising, has seen significantly improved performance following its partnership with Digital Element, the global geolocation and audience insights provider, with click-through rates boosted by as much as 20%. Having chosen Digital Element’s NetAcuity PulseTM technology, the Cologne-based native advertising experts now offer enhanced geo-based ad serving for their clients as well as in-depth traffic analysis for fraud identification.
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Based in Germany, Seeding Alliance is one of the leaders in native advertising – a core tactic to engage consumers. By placing ads that authentically match the feel and function of the media in which they reside, Seeding Alliance allows the publishing of content that effectively targets relevant audiences without disrupting the natural editorial format of the publication.
Seeding Alliance selected Digital Element’s NetAcuity Pulse IP intelligence solution in May 2019 to improve their geolocation services and gain access to global IP datasets, enabling segmentation of relevant audiences based on various information layers – such as connection type, mobile carrier and internet service provider – without the user becoming personally identifiable. This has clearly helped to ensure the success of Seeding Alliance’s clients’ advertising campaigns, as consumers can be targeted with appropriate and relevant geo-location based ads to efficiently utilise advertising budgets and minimise fraud.
“Our previous solution choices were simply too inaccurate and incomplete, which led us to the decision to move data providers and choose the market leader, Digital Element, to achieve the best possible results for our clients,” commented Adrian Meyer, VP Technology at Seeding Alliance. “Shortly after the integration of the Digital Element data we realised that we were successfully blocking more fraud attempts and that the advertising campaigns were performing better. We have always been keen to provide sustainable increase in brand awareness, across extensive formats, without compromising consumer convenience and this partnership with Digital Element means we can now effectively target more tightly defined audiences, through the use of location specific content and IP intelligence.”
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