Background
Affinity Global Inc. is an AdTech company, specializing in cross-funnel consumer engagement products for advertisers and publishers. With offices in in Chicago, India, and Berlin, the company operates in eight countries, including the United States, United Kingdom, Germany, India, Indonesia, China, Malaysia, and Brazil.
Affinity’s ecosystem includes three major ad networks, mCanvas, SitePlug, and VEVE, along with three publisher-focused platforms, YieldSolutions, Opinary, and NucleusLinks. Together, they enable a unified approach to digital advertising: helping advertisers engage intent-driven users throughout the funnel, while empowering publishers with scalable monetization and automation technologies.
As the digital ecosystem becomes increasingly fragmented across devices, operating systems, and browsers, ensuring detecting user environment and creating consistent user experiences has grown challenging. Reliance on User-Agent strings has weakened due to platform inconsistencies and Google’s privacy-driven reduction of available data. This shift disrupted device-level targeting, directly impacting campaign accuracy and relevance.
Advertisers were finding it harder to reach the right audiences in an identifier-restricted environment. Meanwhile, the rapid influx of new device models made maintaining an accurate device database increasingly resource intensive.
The Challenge
As audience visibility shrank and device diversity grew, the pressure wasn’t limited to advertisers alone, it extended across the ecosystem.
Affinity had to ensure precise targeting despite the shifting landscape, while keeping campaign delivery quick, scalable, and operationally efficient for its advertising partners.
Affinity needed:
- A cost-effective, scalable, and accurate device detection solution
- On-premise deployment for full data control and compliance
- Regular and reliable device data updates to ensure precision in targeting
Partnership with 51Degrees
Affinity partnered with 51Degrees, a leading provider of Device Detection technology to address these challenges.
51Degrees’ On-premise solution integrated seamlessly within Affinity’s existing infrastructure, allowing them to retain complete data ownership and data privacy, while benefiting from continuously updated device intelligence.
With this solution, Affinity’s ad operations teams gained access to granular device insights, including OEM, model, price range, and browser data, enabling precise campaign segmentation and optimized ad delivery.
The Outcomes
By integrating 51Degrees’ technology, Affinity enabled advertisers to engage the most relevant audiences with sharper messaging across a broader device ecosystem. The impact translated directly into measurable gains across key campaigns:
With access to detailed and daily updated device data, Affinity’s ad operations team:
- Achieved sharper segmentation and higher campaign relevance
- Simplified optimization workflows with faster, data-driven decisions
- Delivered more customized ad experiences to users
Affinity and 51Degrees' collaboration strengthened the ad delivery chain. Affinity’s Advertising partners benefited from more predictable results and a clearer path from audience discovery to performance.
Recommendations
Affinity highlights 51Degrees as a key partner in achieving smarter and more efficient campaign execution.
“What stands out about 51Degrees is how seamlessly it helps us deliver smarter, more effective campaigns. Their on-premise solution gives us full control over our data while ensuring security and reliability. We do not have to share data to 51Degrees Servers. With constantly updated device intelligence, our teams can fine-tune targeting by OEM, model, and price range—driving better performance and operational simplicity.” Vijay MehtaCTO, Affinity
Affinity highly recommends 51Degrees to organizations seeking a secure, scalable, and precise solution for device-based targeting.
About Device Detection
Device Detection empowers websites and ad platforms to truly understand their audiences—revealing details such as browser type, screen resolution, and processing power before content is delivered.
With 51Degrees’ comprehensive Property Dictionary, which defines over 280 unique device properties, businesses can uncover deep insights into every user’s digital environment. Unlike user registration or preference sharing, device detection offers a seamless, non-invasive way to personalize experiences, optimize performance, and drive higher engagement through perfectly tailored content delivery.
Conclusion
Through its partnership with 51Degrees, Affinity has transformed the way it approaches device-level targeting and optimization. The solution’s blend of data precision, On-premise security, and scalability has empowered Affinity to continue delivering high-performing, privacy-conscious campaigns across its global AdTech ecosystem.
Interested in achieving similar results?
Get started with 51Degrees Device Detection today.