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Oracle Authors: Pat Romanski, Liz McMillan, Carmen Gonzalez, Elizabeth White, Cloud Best Practices Network

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SteelHouse Builds Rock-Solid, Interactive Advertising Solution With Digital Element’s IP Geolocation Technology

Because SteelHouse serves a wide range of customers, the data-driven marketing technology company always needs to be on the cutting edge in order to address the competitive pressures it faces on a daily basis―everything from being able to build highly engaging online ads to being able to serve those ads to segmented audiences. NetAcuity® IP geolocation technology from Digital Element has enabled SteelHouse to provide its customers with the ability to accurately target their online ads and segment their site visitors based on geographic location.

“We need to make sure to always offer our clients the latest and very best technology that can―and will―fulfill all their marketing wants and needs,” said Mark Douglas, President and CEO at SteelHouse. “Location-based segments are one of the most popular when it comes to marketing and ad targeting. Without geolocation technology, we would not be able to provide our customers with the ability to segment their site visitors by geography or serve ads to them based on their location.”

SteelHouse recently launched a new ad format titled A2 (pronounced a-squared), which brings the high quality that brands expect from other mediums such as TV and print into online ads that serve on any device including Mac, PC, iPhone, iPad and Android devices. A2 makes ads interactive by weaving together high-engagement features that brands want and consumers respond to including: video, images, scenes, products, counters, behavior, social, and location.

SteelHouse uses Digital Element’s NetAcuity EdgeTM hyperlocal targeting solution when serving its A2 ads and Real Time Offers™ and within its Behavioral Marketing Platform. The technology enables SteelHouse customers to segment their online shoppers based on the shopper’s specific location, and in turn, the customer can serve the shopper relevant online ads, offers and messaging.

According to Douglas, geotargeting is the most popular segment with customers. They realize great results when serving ads, offers, promotions, and messaging to online shoppers based on where the shoppers are geographically located. For example, one of its customers’ recent marketing campaigns provided all its Los Angeles website visitors with a 15-percent off coupon, and was able to successfully do so because of Digital Element’s IP geolocation technology.

“The technology has helped our customers immensely, and in turn, has helped our business significantly,” said Douglas. “We’ve certainly accomplished our original goals with this technology: serving online ads to people within large location ranges (i.e. a particular country) all the way down to very granular locations (a single ZIP code).”

SteelHouse looks forward to building on the success it has had with online advertisements and marketing campaigns by implementing this technology in the very near future to enhance its current delivery of mobile ads, offers and messaging.

“SteelHouse is very representative of the many multi-dimensional advertising clients who start using our technology as a first line of targeting for online ads and websites,” said Rob Friedman, executive vice president, Digital Element. “Once clients see the benefits our technology brings to their online campaigns, they then naturally want to apply NetAcuity to their mobile endeavors. We look forward to expanding our partnership with SteelHouse to help them deliver the same level of reliable and accurate targeting and segmentation in the mobile space.”

To access the complete SteelHouse case study, please visit here.

About Digital Element

Digital Element delivers the de facto standard in IP Intelligence, providing coverage for 99.9999 percent of the Internet. Digital Element’s patented technology combines Internet routing infrastructure analysis with hundreds of millions of partner-derived online end-points, resulting in the most accurate IP geolocation data available today. Most of the world's largest networks, websites, retailers, publishers, advertisers and more deploy Digital Element’s IP technology to target advertising, localize content and video streaming, manage geographic rights and enhance analytics. As an industry pioneer, Digital Element has long been a technical leader in evolving non-invasive IP Intelligence technology.

For more information on how to uncover new levels of insight about online users, please visit www.digitalelement.com. Digital Element is a business unit of Digital Envoy.

About SteelHouse

SteelHouse™ (www.SteelHouse.com), a data-driven marketing technology company, brings innovative advertising solutions to brands, agencies, and eCommerce marketers. SteelHouse reaches more than 170 million consumers a month, across hundreds of the world’s largest brands. The company’s award-winning marketing solutions, including A2, Real Time Offers™ and Retargeting enable brands to drive high engagement in their ads, on or off their site, based on their consumers’ real time behaviors. The SteelHouse team is comprised of veteran direct marketers and engineers from eHarmony, E*TRADE, Oracle and the Rubicon Project. SteelHouse is based in Los Angeles, California.

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