LogicLab platform matches media buyers, advertisers

Merkle's LogicLab has rolled out a platform which matches media buyers with advertisers to optimize ad campaigns. The platform compares information from the media companies to consumer data to match the right ads and advertisers with the right content, potentially enhancing campaign ROI in the process.

by Kristina Knight

Merkle launched LogicLab in September; the company says the new offering helps marketers by comparing buying behavior with ads placed on content sites.

"By placing actual consumer data at the center of media evaluation, the LogicLab Media Marketplace™ enables advertisers, agencies and media buyers to, for the first time, optimize and measure campaigns using the same proven quantitative criteria used in disciplines such as direct marketing," said Chris Wilson, President LogicLab Inc™.

Using the interface an advertiser can look into past consumer data to determine which ads are most likely to engage a consumer, pushing him or her to action. LogicLab uses more than 1500 individual and household-level attributes combined with consumer data from advertisers and media organizations to reach its conclusions.

Recently Merkle released the results of its Integrated, Customer-Centric Marketing" report, finding that only one-third (32%) of marketers are tailoring communications - ads, emails, social feeds - according to consumer engagement. Researchers also found that only 11% of marketers believe customer engagement is "the primary factor" in marketing strategy.

Tags: LogicLab, Merkle, online advertising, online content, targeted advertising