Case Study: Edmunds.com increases local advertising revenue with Digital Element NetAcuity

Edmunds.com Drives Towards Success by Leveraging IP Intelligence to Enhance the Online Experience for Site Visitors – and Increase Revenue for Online Advertisers

Edmunds.com faced the challenge of providing geographically relevant content and advertisements to its website visitors, as many did not voluntarily share their location. This lack of data prevented the company from offering accurate local vehicle pricing and limited its local advertising inventory, ultimately constraining potential revenue for itself and its advertisers. To solve this, they turned to vendor Digital Element and its NetAcuity IP Intelligence solution.

The solution from Digital Element was seamlessly integrated to determine a user's location based on their IP address. This allowed Edmunds.com to automatically display accurate regional car pricing and serve targeted local ads without requiring user input. The results were significant, with local advertising inventory increasing by 20 to 30 percent, leading to an improved customer experience and a direct increase in advertising revenue and performance.

Edmunds.com

Jay Fayloga

Director of Advertising Tools