MediaMath in tie-up with VisualDNA

Published: March 14, 2013 

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Digital media-buying platform MediaMath is boosting its audience targeting capabilities through a global partnership with audience targeting solutions provider VisualDNA.

Through the partnership, MediaMath clients will be able to access VisualDNA’s detailed audience targeting data for more than 150 million global consumers for use in advertising campaigns.

VisualDNA’s targeting capabilities group users according to their online and offline behaviour, as well as their purchase intentions. It has 450 standard audience segments covering interests, tastes, preferences and intent, and custom segments can be created to cater to a specific brand or product. Users are grouped according to their lifestyle, interests and stated purchase intent.

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.

“Data, and the breadth of that data, are lynchpins in any successful marketer’s campaign,” says MediaMath co-founder and EMEA vice-president of business operations Greg Williams. “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.”