PROTECTING YOUR USERS PRIVACY AND DELIVERING HYPER LOCAL TARGETING, THE NEXT GENERATION OF GEO LOCATION

Agenda

1. Digital Element

2. User Privacy in Europe

3. Types of Geo Location data

4. IP and Hyperlocal Geo

2

Digital Element: Overview

3

Target Online AdvertisingDeliver hyperlocal offers and charge up to 50% more for advertising inventory.

Localise ContentIncrease online engagement and improve response rates by up to 300% and conversion rates by up to seven times.

Enhance AnalyticsBetter predict user behaviour based on geo/demographic segments.

Simplify Mobile TargetingProvide location-relevant content with no user opt in required.

Manage Digital RightsControl distribution of digital media based on user location.

Prevent Online FraudValidate user location for mission-critical security applications.

DRM

Digital Element: Clients

Our IP Geolocation Intelligence data is used by the worlds leading portals, advertising networks, eCommerce, search, analytics and security companies to instantly localise advertising, content and product offerings, as well as enforce geographic licensing rights and security, all with a high degree of accuracy and without any user interaction whatsoever.

4

Privacy Law in Europe

5

6

25 miles

CityTargeting

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Can a living individual be identified from the data, or, from the data and other information in your possession, or likely to come into your possession?

8

Does the data ‘relate to’ the identifiable living individual, whether in personal or family life, business or profession?

Is the data ‘obviously about’ a particular individual?

Is the data ‘linked to’ an individual so that it provides particular information about that individual?

Is the data used, or is it to be used, to inform or influence actions or decisions affecting an identifiable individual?

Location Data Challenges

Location Based Data Sources

HIGH

LOW

LOW

HIGH

ACCURACYRE

ACH

USER-REPORTED

IP ADDRESS

CELL TOWER TRIANGULATION

WI-FI TRIANGULATION

WI-FI HOTSPOTS

GPS

BLUETOOTH

IPS

11

IP Intelligence: Next Generation

214.242.1.171

214.242.1.171

15/1/2009

31/12/201421/5/2010

21/4/2015

17/4/2015

14/9/2015

5/8/2010

21/4/2015

IP Intelligence: What can it provide?

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1 BILLION +Geolocated Wi-Fi Networks

1 BILLION +Geolocated IP Addresses

15 MILLION +Actionable Venues

IP

30 MILLION +Geolocated Cell Towers

10s OF BILLIONSMonthly Location Transactions

Mobile & Location Whitepapers

13

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Questions?

Twitter.com/DigitalElement