Real-time message relevance is driven through direct publisher buys, impression waste is reduced and performance is improved
NEW YORK - [x+1] (www.xplusone.com), provider of the leading enterprise data management platform (DMP), today announced it has added another touchpoint for audience targeting in its Origin Enterprise DMP. Now Origin can push real-time targeting decisions into the ad server, so that more relevant messages can be delivered to every impression across an entire online media plan.
With [x+1] Origin, online marketing and media strategists can now leverage the [x+1] decisioning layer across all audiences and online media in real time, so that the creative is more relevant, regardless of the publisher or network. Now, even direct-purchased media inventory can receive the benefits of real-time targeting for every impression. The beta version is available for DoubleClick now, with the full release scheduled for September 2012.
Because [x+1] Origin is the only Enterprise DMP that has centralized decision logic through its Predictive Optimization Engine (POE™), marketers can improve results in three ways: avoiding wasted impressions, creating more relevant messages, and managing their media plans more efficiently. Traditional DMPs cannot match these benefits because they lack centralized decisioning.
Here are some examples of how [x+1] Origin Creative Decisioning works:
A Fortune 50 bank is running an acquisition campaign for its flagship credit card. The agency does a great job creating a media plan to hit the ideal target demographic. But by virtue of its effective targeting, the direct publisher buys will hit a high number of current customers. Rather than waste these impressions, and potentially annoy current customers with an acquisition offer, Origin recognizes each current customer in real time and instructs the ad server to serve a cross-sell offer instead.
A Fortune 50 CPG company has 14 brands that all want a presence on FoodNetwork.com. Normally, its agency would have to schedule and manage 14 different campaigns. With Origin creative decisioning, however, the agency can create one portfolio campaign in which each brand is targeted to the ideal audiences within Foodnetwork.com. Share-of-voice targets can be set within the buy, and details of delivered audience characteristics are provided.
An online retailer is running a retargeting campaign directly with a major premium publisher. Consumers within the retargeted list can be segmented by product category or item and delivered a relevant message, regardless of publisher capability.
“With more and more accountability for performance and efficiency, marketers cannot afford to throw away opportunities for cross-sell and upsell, while wasting impressions and precious media dollars,” said Mark Kopera, Director of Product Management for [x+1]. “That’s why Creative Decisioning in Origin is such a timely and valuable capability, reducing waste and driving incremental campaign gains as real-time relevance is delivered every time.”
For more information on [x+1], its Origin Enterprise DMP and products and solutions for marketers and agencies, visit www.xplusone.com; follow us on Twitter @xplusone.
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