News Brief

Edmunds.com Employs Digital Element's IP Intelligence

Edmunds.com, publisher of four automotive Web sites, has partnered with Digital Element, a provider of IP Intelligence solutions, to drive pinpoint targeting of its online ads and content in order to improve the experience for Web site visitors.

By implementing Digital Element's IP Intelligence technology--which allows businesses to segment their online audiences based on users' geographic locations, as well as additional parameters such as domain name, connection speed, and ZIP code--Edmunds.com hopes to improve the delivery of relevant information to visitors.

Edmunds will also use IP Intelligence technology to sell geographically targeted advertising in order to deliver timely, relevant messages to car shoppers on its site, and to increase value for the sites' advertisers. Delivering localized content will give Edmunds a competitive advantage, says Rob Friedman, executive vice president, Digital Element.

--Tanya Irwin

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