360x166 teaminternet

Case study Team Internet AG, a Matomy Media Group company

Company Information

Team Internet AG, a Matomy Media Group company founded in 2010, is a leading provider of services in the direct navigation search market.

The company grew from the domain monetisation space. The founders believed there was a significant lack of suitable solutions in the marketplace and grasped the opportunity to fill the gap with their own purpose-built platform.

Team Internet has evolved to become a specialist advertising technology company, focusing on providing scalable monetisation solutions and platforms. Its main products include Parking Crew, which provides monetisation services to domain owners; and DNTX, an advertising marketplace for desktop and mobile traffic sources. Team Internet‘s products currently reach more than one billion visitors per month.

team internet leader
Team Internet Calls in 51Degrees to Maximise Customer's Advertising Impact

The Challenge

Prior to the implementation of the 51Degrees device detection solution, Team Internet used an established device detection library. However, it was not detailed or granular enough to reliably offer the device details requested by its customers. Parking Crew and DNTX needed to accurately identify the user’s device so that advertisers using Parking Crew and/or DNTX products could ensure their ads were both targeted and relevant to maximise results and revenue.

For DNTX, built on Node.js, customers buying targeted traffic sought more detailed information and granular control over the traffic they purchased. For example, customers wanted the flexibility to target particular campaigns to specific devices in selected countries.

The Parking Crew service had similar challenges, mainly because the existing device detection solution lacked the ability to accurately differentiate tablet devices. It is crucial that companies recognise the importance of mobile users and ensure that websites are optimised for all devices. By immediately excluding tablet users, a large proportion of customers did not experience an optimised, tablet-friendly webpage. For advertisers, it is possible that some adverts may not have appeared in full or may not have been visible at all. Team Internet understood the lack of tablet identification could severely affect revenue and brand reputation.

Solution

Team Internet determined it needed to replace its existing solution with a more accurate and reliable professionally maintained product. After testing various solutions, Team Internet selected 51Degrees due to its superior accuracy and speed.

51Degrees offers the best accuracy and performance. It was the obvious choice. Mario WitteCTO, Team Internet AG

Team Internet found that 51Degrees can detect more than 290,000 unique combinations of browser, operating system and hardware across a database of nearly 27,000 device models. Essentially, if any smartphone or tablet hit any of Team Internet’s customer sites, 51Degrees is able to detect it quickly and accurately.

team internet settings
Example Campaign Settings

The selection of 51Degrees was further cemented by superior customer-support levels from the 51Degrees team; the customer service team was readily available throughout the test and ensured the implementation ran smoothly. During the process, it became apparent that the existing API was not available in Team Internet’s preferred Node. js. 51Degrees’ developer community quickly solved this by creating a Node.js solution to work alongside PHP.

Benefits

team internet chart
Device Type Share of Web Traffic July 2015

ParkingCrew has experienced a significant improvement in the accuracy of detecting devices since partnering with 51Degrees. Prior to the implementation of 51Degrees it experienced difficulty recognising and correctly targeting tablet devices. This has been resolved thanks to the intuitive and granular nature of the 51Degrees solution. ParkingCrew can now build targeted landing pages that are optimised for tablets and allow navigation by finger rather than mouse.

Team Internet carried out an A/B test to measure the accuracy of the new solution and found a significant increase in the number of templates connecting to the correct end user. This improvement directly impacts revenue, ensuring Team Internet’s advertising clients are targeting in the optimal manner and that the overall web experience is optimised for each end user, no matter the device they are using.

About Device Detection:

Device detection empowers a web page to understand a great deal of information about the device that is visiting the site prior to making a decision about the content to send to it. This could include information on browser type and capability, processing power of the device, and screen resolution, to name but three of thousands of categories.

Device detection is an important facet of personalisation but does not require a user to register or share personal preferences. Armed with this information websites can send content that is not only optimised for detailed device specifications but also contextualises the likely environment of the user, delivering a better user experience.

Download PDF