The document discusses protecting user privacy while delivering hyperlocal ad targeting using geo-location data. It introduces Digital Element and their services that use IP and location data to locally target ads, content and offers. It outlines the types of geo-location data sources and challenges, and how Digital Element's IP intelligence can provide geolocated IP addresses, Wi-Fi networks, cell towers and venues to power hyperlocal targeting at scale while complying with European privacy laws.

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

2. Agenda
1. Digital Element
2. User Privacy in Europe
3. Types of Geo Location data
4. IP and Hyperlocal Geo
1

3. Digital Element: Overview
2
Target Online Advertising
Deliver hyperlocal offers and charge up to 50% more for
advertising inventory.
Localise Content
Increase online engagement and improve response rates by
up to 300% and conversion rates by up to seven times.
Enhance Analytics
Better predict user behaviour based on geo/demographic
segments.
Simplify Mobile Targeting
Provide location-relevant content with no user opt in
required.
Manage Digital Rights
Control distribution of digital media based on user location.
Prevent Online Fraud
Validate user location for mission-critical security
applications.
DRM

4. 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.
3

5. Privacy Law in Europe
4

6. 5

7. 25 miles
City
Targeting
6
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. 7
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?

9. Location Data Challenges

10. Location Based Data Sources
HIGH
LOW
LOW
HIGH
ACCURACY
REACH
USER-REPORTED
IP ADDRESS
CELL TOWER TRIANGULATION
WI-FI TRIANGULATION
WI-FI HOTSPOTS
GPS
BLUETOOTH
IPS

11. 10
IP Intelligence: Next Generation
214.242.1.171
214.242.1.171
15/1/2009
31/12/2014
21/5/2010
21/4/2015
17/4/2015
14/9/2015
5/8/2010
21/4/2015

12. IP Intelligence: What can it provide?
11
1BILLION +
Geolocated Wi-Fi Networks
1BILLION +
Geolocated IP Addresses
15 MILLION +
Actionable Venues
IP
30 MILLION +
Geolocated Cell Towers
10sOF BILLIONS
Monthly Location Transactions

13. Mobile & Location Whitepapers
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14. 13
Questions?
Twitter.com/DigitalElement