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BizReport : Advertising archives : October 24, 2011

[x+1] offers server to server integration

A new offering from [x+1] gives online marketers the ability to integrate existing web infrastructure - customer information, analytics, etc. - with the [x+1] platform. The new Web Services API gives [x+1] clients using the Origin Data Marketing Platform the ability to integrate an existing data infrastructure so that customer management systems, etc. can be seamlessly used.

by Kristina Knight

x+1.pngThe application works by connecting servers within the marketer's data center with a secure public or private connection to the [x+1] API, but with increased control and security because the connection isn't direct. Because the connection isn't direct, users need not worry about domain/cookie issues.

"Using the Web Services API, a marketer can pass in real-time data from their existing customer management systems into Origin's Data Management Platform where it can be immediately made available for audience targeting and optimization across multiple digital channels," said Tom Caputo, Vice President of Product Management, [x+1]. "In this way, relevant customer targeting information, whether online or offline, can be aggregated, managed, analyzed, and made actionable in one integrated platform. And with [x+1]'s inbound data request Web Services APIs, marketers and their designated partners can securely query the Origin DMP for up to the minute customer data and segment information, ensuring a consistent marketing message to customers across channels and driving better marketing performance."

Through the platform marketers can:

• Increase security because content flows through the API
• Decrease browser-to-server trips which gives brands more control over page load times and better bandwidth management
• Eliminate the need for cookies or tags, making it possible to track without cookies in some instances

Tags: advertising API, advertising metrics, online advertising, [x+1]

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