Lat49 Launches Advanced Online Audience Targeting

Advanced Geo-logic Targeting allows advertisers to target ads by audience's physical locations, geographies of interest and website context to eliminate wasted ad impressions

VANCOUVER, BC – October 22, 2009 - Lat49, the premier location-focused ad network, today announced the launch of a new ad serving feature that will provide advertisers with the most advanced and most selective audience targeting available by location on the web.

With Lat49’s new Advanced Geo-logic Targeting capability, advertisers can target their message based on viewers’ physical locations, the geographic areas that they are interested in, and the type of information that they are looking for.

“With our new ad selection features, Lat49 provides advertisers with the next generation of audience targeting and the ability to truly ‘fine tune’ their campaigns,” said Lat49 CTO and Founder, Dr. David Baar. “By utilizing an extensible set of include/exclude rules based on a viewer’s expressed area of interest, their physical location and the type of website they are on, Lat49 is able to offer advertisers a better return on ad spend as wasted impressions can be eliminated.”

Founded in 2007, Lat49 has aggregated the impressions from over 130 map-centric websites focused on Travel, Real Estate, Sports&Recreation, and Local information like traffic and weather. Unlike traditional online advertising, Lat49 allows advertisers to target their ads based on the user’s expressed interest and activity on a map. Lat49 network publishers will then present ads on-map, or elsewhere within the display. Partnering with Digital Element, Lat49 has now introduced Advanced Geo-logic Targeting, which allows advertisers to further target their messages by viewers’ physical locations.

For example – an airline is running a promotion for people from New York wanting to fly to Mexico. With Lat49, this advertiser can get their ad in front of people that express interest in Mexico by looking at this area on an interactive map, or by looking for Mexico-related news. The advertiser can then further target this ad so that is only shown to those viewers who are physically located within the state, or even just the city, of New York. Beyond this simple example, inclusion and exclusion rules can be stacked in virtually unlimited combinations to provide state-of-the-art precision campaign targeting.

“Digital Element is the de facto standard in IP intelligence, providing the most accurate and comprehensive data in the industry,” said Digital Element Executive Vice President, Rob Friedman. “We’re very excited to be partnering with Lat49 to leverage our respective technologies to offer advertisers the highest level of online geo-targeting available on the web.”

Lat49 will be at AdTech2009 in New York (November 4-6). To arrange a meeting and learn how location-focused advertising can help your organization, email info@lat49.com.

Source: Lat49