MediaPlex Will Use Geo-Targeting Software

In a move to increase its capability to target international Web users, MediaPlex announced Tuesday that it will integrate RealMapping‘s geo-targeting software into its MOJO ad serving technology.

Amsterdam-based RealMapping says its two products unveiled last Friday, RealMapping Language and RealMapping, use IP database technology to allows Internet marketers to determine the country or area from which the Web site visitors originate and the language they speak.

Under Tuesday’s agreement, RealMapping’s geographic data will be integrated into Mediaplex’s MOJO ad serving platform, which integrates banner ads with an advertiser’s back-end inventory or other databases.

The integration of the technologies, the companies say, will now enable Mediaplex to automatically vary an advertiser’s message with content relevant to a Web site visitor’s country of origin.

“We are very encouraged by RealMapping’s proven ability to deliver and maintain a highly superior accuracy rate in determination of country and language of site visitors,” said Anders Torgerson, Mediaplex’s vice president of product management.

“As Mediaplex expands its business globally, this level of enhancement of our geo-targeting capability becomes all the more crucial.”