Press Release | Marketers to benefit from consumer targeting and insight under new MediaMath and VisualDNA partnership
March 13, 2013
Partnership will give MediaMath clients access to rich VisualDNA targeting data for more than 150 million global consumers
MediaMath, the global digital media-buying platform, has partnered with VisualDNA, a leading provider of true audience targeting solutions, to give clients access to detailed audience targeting on more than 150 million global consumers for use in advertising campaigns.
The targeting segments were made available to advertisers in February allowing third-party data to be integrated into campaign optimisation and providing additional targeting, complementing MediaMath’s existing capabilities.
The combination of audience profiles using VisualDNA’s technology, along with MediaMath’s media scale, optimisation capabilities and workflow, provides great value for all TerminalOne platform buyers. The targeting is unique as users are grouped according to their online and offline behaviour, as well as their purchase intentions. There are 450 standard audience segments covering interests, tastes, preferences and intent, and custom segments can be created that cater for a specific brand or product. Users are placed into relevant groups according to their lifestyle, interests and stated purchase intent, enabling brands to reach highly relevant audiences.
“Data, and the breadth of that data, are lynchpins in any successful marketer’s campaign,” said Greg Williams, Co-Founder and VP Business Operations, MediaMath EMEA. “This partnership with VisualDNA will mean our clients have unrivalled insight into their audience groups and will be empowered with the ability to refine target segments accordingly.”
“MediaMath is a world-leading DSP working with some of the most innovative businesses in the world and we’re delighted to be partnering with them”, said Founder and CEO of VisualDNA, Alex Willcock. “VisualDNA’s audience profiling approach is unique. By capturing declared emotive and intent data and combining it with standard behavioural, demographic and offline data we create uniquely rich and remarkably accurate audience profiles. Our focus on understanding people means we generate insights above and beyond that of other providers and this partnership with MediaMath means we can now empower many more marketers to target the right audiences, at scale.”
VisualDNA provide true audience targeting and insight solutions to the world’s leading digital agencies and advertisers. The company has developed an incredibly efficient and unique way of understanding people online, driven by the science of converting consumer personality quizzes into rich and accurate audience profiles. In partnership with key publishers and offline data sources, it is the only provider of emotive, lifestyle, intent and demographic audience data on a global scale.
VisualDNA is an operating company of Imagini Holdings, and is based in London, UK with offices in Moscow, Russia. It was established in 2006 by founder and current CEO Alex Willcock and is privately backed.
MediaMath’s buying platform, TerminalOne, provides leading advertising agencies and over one thousand brands – including half of the Fortune 500 – with the technology to drive transformative business results across display, video, mobile, and social channels. These channels include Google AdExchange, Yahoo! Right Media, Microsoft Ad Exchange, Facebook Exchange, The Rubicon Project, AppNexus, PubMatic and hundreds of premium publishers like NBC, Fox News, and Forbes. TerminalOne’s Open architecture integrates with hundreds of companies to provide a seamless media planning, data management, and performance optimization solution.
Headquartered in New York, with offices in five countries, MediaMath is a global leader in marketing technology. MediaMath has been included in the INC. 500 Fastest Growing, and an AlwaysOn “OnMedia 100” winner multiple times.
To learn more, visit, www.mediamath.com