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BizReport : Advertising archives : March 24, 2011

TRAFFIQ release offers direction with analytics

Brands who want a bit more information from the analytics side may get just that from a new TRAFFIQ release. Called Data Tree Landscape, the offering gives brand advertisers a kind of guide to determine which data they need and how to apply that data to upcoming campaigns.

by Kristina Knight

traffiq.pngData providers such as Tumri, Aperture, Proximic, Peer39 and OwnerIQ are among the partners in the program.

"Advertisers who are interest in buying audiences don't necessarily care where the data comes from, as long as it is right," said John Yang, TRAFFIQ Trading Desk Director.

"We are constantly searching out the best providers, based on their ability to meet or exceed campaign goals, and make them available through the platform. We feel that we have aggregated all of the best data partners already, so our agency partners can focus on driving results," said Chris O'Hara, TRAFFIQ's Head of Business Development.

The offering works by charting the data relationships available through the TRAFFIQ platform. From there, the guide is segmented and organized according to targeting abilities. So, advertisers not only receive analytical data but a kind of direction in implementing that data to their targeted campaigns.

"Peer39 is proud to be in good company among other industry leaders on the DataTree. We look forward to a continuous partnership with TRAFFIQ and streamlining the digital media landscape with them by helping agencies better serve ads in the most effective environment," said Andy Ellenthal, CEO of Peer39.

Collected data can then be deployed through the TRAFFIQ Trading Desk or with media partners in TRAFFIQ's marketplace.

Tags: ad targeting, advertising data, online advertising, TRAFFIQ

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