MOTOR Partners With Clickagy Roll-outs Audience Targeting Solutions

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“ Attitude Centered Audience” Capability Significantly More Good at Accurately Identifying Target Viewers for Programmatic Campaigns

Ny:     ENGINE , a full-service media plus marketing services company, together with Clickagy, a data cleverness company, today announced the particular launch of its “ Mindset Based Audience” capability, which usually leverages survey research to allow digital marketers to precisely reach consumers online typically 25% more effectively than the conventional audience targeting solutions that will currently dominate the market.

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Numerous marketers and their firms are frustrated with initiatives to accurately reach focused audiences. Targets are often pre-built by data companies that will extract inferences about behaviour, sentiments and intentions through the digital behaviors they gather.

The new “ Attitude Based Audience” ability draws upon ENGINE’ ersus research and data expertise and Clickagy’ s worldclass data intelligence assets to construct audiences instead via first-hand consumer testament. ENGINE begins with a representative sample of shoppers that express the mindset, intention or sentiment a good advertiser is attempting to focus on, and then uses machine learning how to identify the digital behaviours in Clickagy’ s environment that provide the strongest transmission of the desired attitude, purpose or sentiment.

“ The capability alleviates the particular frustration many agency plus marketing leaders face whenever trying to target prospective plus existing customers, ” stated Andy Davidson, who prospects data strategy and analytics for ENGINE Insights, the investigation and analytics division associated with ENGINE. “ We have created a better way – rather than producing subjective inferences regarding exactly what digital behaviors suggest in regards to a consumer’ s preferences or even intentions, we leave this to the consumer to express intention or preference and then we discover the behaviors that greatest signal it. ”

ENGINE’ s viewers currently span Auto, Finance, Health/Pharma, Lifestyle and Technology. Bespoke audiences can be constructed on request in as little as a couple weeks in instances where ENGINE’ S existing inventory will not meet a specific need. Viewers can be activated in 2 different ways by media buyers plus advertisers:

  • Via direct integration having a preferred DSP
  • Via many of the leading DMP’ S (currently Oracle Information Cloud, Adobe Audience Supervisor, Lotame, LiveRamp, Eyeota, Neustar, SalesForce DMP, Nielsen DMP)
     

Activation is urged on ENGINE’ s amazing end-to-end programmatic exchange, EMX, but also available on other trades.

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“ At Clickagy, we work hard to ensure that the audiences are the best in the market so far as quality, accessibility, and effect, ” said Harry Maugans, Founder and CEO associated with Clickagy. “ With Clickagy and ENGINE joining forces to generate the ‘ Attitude Centered Audience’ capability, marketers are now able to reach curated segments of shoppers based on their observed passions as well as purchase intent plus preference, all guided simply by ENGINE’ s survey-backed information and machine learning strategies. We expect this cool product to have a huge impact on the particular marketing landscape. ”  

Talking Exclusive to MarTech Advisor  Andy Davidson, Head associated with Data Strategy and Analytics,   ENGINE  Insights , said, “Marketers rely on inferences drawn from digital behaviours to target advertising to the correct person at the right amount of time in the programmatic age. The issue is that the inferences are sometimes incorrect, diminishing ROI as a result. Simply by relying on the voice from the consumer to gauge ‘ intent, ’ we are able to arrive at the right digital behaviors more often by letting that tone of voice dictate which behaviors online marketers should target. ”

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