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BizReport : Advertising archives : September 10, 2014

Advertising RoundUp: Platforms to push better data, experience

This week two new releases will up the targeting and personalization options available to online brands. Here's how:

by Kristina Knight

First, MediaMath and DataXpand are partnering to improve brands' ability to use and measure global data for better targeting. Through the partnership MediaMath's TerminalOne Marketing Operating System will be available to DataXpand's clients; the audience segments are created using anonymous online browsing behaviors and demographic data.

"The integration with DataXpand follows the news of our partnership with Headway Digital, further underscoring the rapid increase of digital media consumption among Latin American and emerging US audiences," said Greg Williams, Co-Founder and SVP of OPEN Partnerships for MediaMath. "By providing our clients with seamless access to DataXpand audiences, we are further helping them find and engage their target consumers.

Meanwhile eXelate has launched a B2Bx solution allowing B2B brands to directly advertise to their clients across platforms including AppNexus, MediaMath and Turn. The platform is a data-as-a-service solution which uses eXelate's proprietary data and B2B analytics from Compass Ventures.

"Marketers previously had limited choice when it came to leveraging B2B data in association with premium media sources. With the launch of B2BX, eXelate, Compass and our other partners are breaking down the walled gardens and enabling marketers to find their most optimal professional audience on virtually any media source or platform," said Mark Zagorski, CEO of eXelate.

The tool is currently available to it's premier platform partners via the maX DMP and will roll out wide over the next 30 days.

Image via Shutterstock

Tags: ad targeting, advertising, advertising measurement, audience segmentation, eXelate, MediaMath

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