[X+1] launches targeting platform for brands
ADOTAS – The proliferation of ad exchanges and networks has been daunting in its complexity — the uninitiated could have their minds explode just by glancing at a map of the sector. Seeking to reduce the number of marketer and agency fatalities via “brain combustion,” [X+1] will release its innovative new media targeting platform Media+1 on Dec. 15.
Aimed at brand marketers and advertisers, the platform is currently in beta testing. Its design allows seamless integration of consumer data regardless the source — be it in-house, customer or third-party — for building audience target segments that combine demographic, geographic, behavioral and IP characteristics. The platform employs real-time bidding across ad exchanges to find matching inventory.
In addition, attribution woes will be minimized through high-powered analytics and audience response patterns will be scrutinized using the Predictive Optimization Engine. Campaign delivery can be refined through virtual audience networks constructed on the platform.
“[W]e are not only teaching [brands] to fish but giving them the fishing pole as well –- putting the power of our open data architecture, holistic media plan optimization and advanced analytics in their hands through an easy-to-use interface,” said John Nardone, chairman and CEO of [X+1]
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