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BizReport : Advertising archives : November 08, 2010

AudienceScience Connect links media buying across platforms

As the online space becomes more fragmented, it is also becoming harder for marketers to make succinct media buys. A new platform makes media buying a bit simpler by connecting advertisers and publishers across platforms to reach optimum consumer numbers. Called AudienceScience Connect, the platform gives both publishers and advertisers better insight into the hows and whys of online advertising.

by Kristina Knight

audiencescience.jpg"Inefficiencies in the marketplace have become a serious issue as more and more companies emerge to vie for a share in the proceeds from media buying," said Jeff Hirsch, CEO of AudienceScience. "Each company promises to facilitate the process in some way when what they're really doing is creating yet another obstacle in the communication between advertisers and publishers. AudienceScience Connect [removes] these obstacles...enabling a direct and transparent relationship between publishers and advertisers."

The platform works by pairing premium publishers with premium advertisers or ad agencies in the space to ensure that relevant ads are served to consumers logging on to the sites. More relevant ads have been shown to increase the consumer experience which deepens engagement levels which should, then, increase conversion rates for brands throughout the online environment.

Initial brands who have used the platform say one of the biggest benefits is brand protection, made by ensuring that ads are placed near relevant, safe content rather than haphazardly associated with all manner of content sources.

"AudienceScience Connect has given [pilot 1/10] the necessary insight into the placement of our clients' ads to offer them the assurance that their messages will always coincide with quality content on top sites," said Jens Jokschat, Managing Director of pilot 1/10, one of the first agencies to sign on with the platform.

Tags: AudienceScience, online advertising, online content, online publishing, relevant content

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