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Experian Marketing Services, a specialist in data-driven marketing and cloud-based marketing technology, has unveiled an audience-management platform that is says will change the way the advertising industry buys and measures media. The Audience Engine platform deterministically links and matches data across the marketing ecosystem in a unified, automated platform for targeting, execution and measurement of addressable advertising campaigns.
While in beta over the last nine months, more than 70 brands have used Audience Engine to launch addressable TV campaigns. Brands across verticals including major automotive, travel, retail and consumer packaged goods have already seen success, with an average sales lift of 67 per cent.
“We built Audience Engine with an open ecosystem in mind. As a result, we’ve been very successful in securing major accounts that have contributed to the impressive scale of our platform,” said Kevin Dean, president and general manager of targeting, Experian Marketing Services. “Our audience management platform allows media companies to monetize their data by making it accessible to the industry in a privacy-compliant, agnostic environment. Meanwhile, the media companies remain in control of their data and how that data is used for marketing.”