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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.
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