01
MUMBAI: Exponential Interactive, the global digital advertising company, has joined the network of advertising technology, data and service providers powering a new ?marketing intelligence platform? from global media network Mindshare.
Exponential?s e-X Advertising Intelligence Platform, which enables the audience insights and targeting capabilities of the company?s audience engagement divisions, including global online advertising provider Tribal Fusion, will add rich audience segmentation and targeting data to the new system.
Mindshare describes the new platform, CORE, as a ?a first-of-its-kind, user-centric and open source data-driven marketing intelligence platform that empowers both analysts and non-technical users to make informed marketing spend, audience targeting and creative optimization decisions across all touch points in real-time.?
Tim Brown, chief product officer at Exponential, said: ?Exponential will help Mindshare?s CORE platform benefit from the ability to find and connect with a brand?s audiences based on their identified online interests and intentions.
?We will also be able to help the clients of CORE reach those exact audiences across display, video and mobile at global scale through our audience engagement divisions, which include Tribal Fusion, AdoTube, Appsnack and Firefly Video.?
Steve Plimsoll, CTO of Mindshare Worldwide and CORE project leader, said: ?To provide marketers with insight into the web behavior and activity history of their audiences while outside of their owned media CORE has integrated Exponential?s global data feed to provide individual consumer-level insight against owned and paid media interactions at a granular level. This now enables audience modelling against not just how consumers interact with media we control but also against their broader activities across the internet.?
Other partners powering the new platform include Acxiom, Adobe and Nielsen.
Image
