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BizReport : Advertising archives : December 27, 2012

Data, content solutions to help brands in 2013

If content and data are the keys to success in 2013, three announcements from veteran content and data portals will likely ease marketers' minds heading into the New Year.

by Kristina Knight

First up, from Resonate, the Illuminate platform offers traditional audience targeting and segmentation data while also offering purchasing motivations. The new solution is the first of its kind in the online space.

"Marketers are interested in understanding a consumer's past behavior, but more importantly they need to know what will shape their decisions for the future," said Bryan Gernert, CEO of Resonate. "Illuminate provides a solution that ties together market research, consumer segmentation, online media execution, and online media reporting/analytics with a focus on allowing brands to understand 'why' consumers act and purchase media that drives action."

Meanwhile, Outbrain has announced the acquisition of Scribit, a content curation platform. Through the acquisition, brands using Outbrain's platform will be able to curate long-form content from publications.

"Our mission at Outbrain is to delight people with great content recommendations while giving publishers and brands the ability to reach a highly engaged audience. Over the past six years, we've made our content recommendation platform available for nearly 100,000 publishers and bloggers. In addition, we sit in a very unique position between the brands and publishers that we work with," writes the company.

This is the second acquisition for Outbrain in 2012; they acquired Surphace from AOL in February.

And, from IDInteract, the launch of Demand Exchange, a portal set up to offer both structured and unstructured data from across the web and the 'represented' through 'personas' so that the data is easily understood.

"To fully enable digital marketing we need to shine a brighter light on customers by leveraging the 'dark' unused data from their social and mobile activity in addition to any useful CRM data. Getting at dark data will help enterprises really understand what their customers and prospects need most, and satisfy that demand," said Matthew Standish, CEO, Founder and Chief Architect at IDInteract. "The problem is how to collect, analyze and leverage all that data so it's truly useful for driving meaningful customer interactions leading to revenue. With the launch of Demand Exchange, IDInteract ups the ante, flipping traditional supply-focused CRM on its head with a fully integrated offering leveraging multi-channel data to monetize consumer demand."

There are six key features: IDIntent, which sources social data, IDPersona, which consolidates the data points into contextual views, IDAnalytics which offers predictive analytics, and IDOffer, a management solution for marketers using offers to engage consumers. Finally, their Measurement and ROI feature offers customer interaction reports for campaign measurement.

Tags: advertising tools, data collection, data management, IDInteract, online advertising, Outbrain, Resonate

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