Mediaplex Inc., a provider of digital messaging services, will add RealMapping City to its services, allowing geographic targeting of ads down to the city level.
The San Francisco company said it will integrate RealMapping City into its MOJO — mobile Java objects — ad-serving technology. MOJO allows marketers to link ads and content with marketing and pricing databases to deliver personalized banners, offers, e-mails and wireless messages.
Integrating MOJO with RealMapping City will let marketers send content to Web surfers or mobile users based on their location. RealMapping, based in Amsterdam, uses Internet protocol ad targeting software and claims to have a database of 4 billion global IP addresses.
RealMapping said its city technology only works for major cities and metropolitan areas in the United States, Canada and Western Europe.
The company said a user's privacy is protected because it does not link IP addresses, country or city data with a user's name or e-mail address.