Big Data provider Krux will build Digital Element’s IP geolocation technology into its platform following an agreement this week.

Krux, whose clients include publishers the New York Times, Wall Street Journal, Axel Springer and the Washington Post, will deploy NetAcuity Edge hyperlocal IP intelligence technology to improve geographic targeting capability for its global client base.

The cloud-based cross-screen data management platform captures data connected devices –smartphones, tablets, desktops, laptops and connected TVs – allowing real-time actions across web and mobile browsers, apps, e-commerce and advertising. Integration of the Digital Element technology will make it easier to segment audiences, geographically target advertising and localise website content.

Krux operations vice president Jos Boumans says Digital Element’s IP geolocation technology enables a “very granular” level of geotargeting, which allows advertising and website content to be localised with precision: “We selected NetAcuity Edge because it is the most accurate data set available globally.”

Headquartered in Atlanta and London, Digital Element is a division of Digital Envoy. Krux is headquartered in Silicon Valley, with offices in New York, Los Angeles, Boston, London, Singapore and Sydney.