New data from Crain’s BtoB Magazine underscores need for brand differentiation, better targeting and segmentation strategies, and more visibility into marketing program performance across the entire marketing funnel

SAN FRANCISCO – Crain’s BtoB Magazine today shared results of a comprehensive survey of business-to-business (B2B) marketers across the U.S. developed in conjunction with business audience marketing company Bizo. The data shows that the sales cycle has lengthened for many B2B companies, increasing pressure on the marketing organization to boost brand awareness to help deliver leads and effectively nurture them through a prolonged buying process. At the same time, marketers are struggling to optimize their online marketing mix, with many unable to segment and target the right decision-makers or measure program success across the entire marketing funnel.

Crain’s BtoB Magazine and Bizo will host a free webinar on April 25, 2013 at 2pm ET to discuss in-depth findings from the survey. To register for the webinar, please visit http://bizo.me/lTq6O.

Bob Felsenthal, VP & Publisher at Crain’s BtoB Magazine commented: “The survey results reaffirm that most B2B marketers still need to improve their online marketing mix to meet the needs of the sales pipeline, as over half stated. However, the report also confirms that technology continues to improve the ability to identify the right buyers and measure the results of marketing initiatives.”

·         Only 40% of respondents say that their online marketing mix is meeting the needs of the sales pipeline

·         1/3 of respondents report their biggest online marketing challenge is accurately measuring and attributing online conversions to the correct marketing channels

·         79% say that differentiating on brand is a priority for their organization

Key conclusions from the survey include:

1. The marketing mix is still not meeting the needs of the sales pipeline.

The survey shows a continued gap between the needs of sales organizations and the ability of online marketing to deliver and nurture leads. Less than half of respondents (40 percent) say that their online marketing mix is meeting the needs of the sales pipeline; this measurement has been consistent for two consecutive years. In fact, 60 percent say that their greatest marketing challenge is generating more leads, while 55 percent say that reaching more of their target audience is their biggest challenge. Only 36 percent feel that their current marketing programs very effectively address stakeholders in the buying decision.

The survey also revealed that for many companies, the sales cycle has actually gotten longer over the past three years: 43 percent of respondents report a slowing of the sales cycle, putting more pressure on the online marketing mix to nurture leads through a prolonged purchase process.

2. Brand differentiation is becoming increasingly important, but marketers struggle to achieve it.

As a result of the perceived weakness of the marketing mix and longer sales cycles, branding has come to take a paramount position for B2B marketers: 79 percent say that differentiating on brand is a priority for their organization.

However, most marketers (60 percent) report that they are not fully satisfied with their current efforts to differentiate on brand. There is also confusion about which marketing channels drive brand awareness. For example, 27 percent believe that the corporate website – a lower-funnel channel – works best at driving brand awareness.

3. B2B marketers are not able to effectively target and engage decision makers.

Another challenge for today’s marketers is targeting and engaging decision makers in the buying process. The vast majority (81 percent) of B2B marketers must contend with multiple decision-makers during the sales process, but only about one-third (36 percent) feel their current marketing programs effectively address all these stakeholders.

One reason for this may be that only about one-third of marketers are incorporating targeting and segmentation in their digital advertising, search and social programs. When they do use targeting and segmentation, only 40 percent of respondents say that these tools very effectively help them reach the people involved in the typical buying decision.

4. Marketers need better visibility into the value of their marketing programs.

Measurement continues to be an issue for B2B marketers. More than one-third (36 percent) of respondents report their biggest online marketing challenge is accurately measuring and attributing online conversions to the correct marketing channels. Less than half (42 percent) of marketers say they attribute success across the entire marketing funnel.

One major obstacle to measurement is poor data infrastructure: 34 percent say they do not have the right tools to collect and analyze marketing program data. Another challenge is a lack of understanding of the metrics needed at each stage of the buying decision, with 22 percent citing this as a top obstacle to meeting the evolving needs of the market.

Survey Methodology

This survey was fielded online from the period of January 22 to February 8, 2013. The true population of B2B marketing professionals in the US was researched via a 25 question online survey. A representative sample of the BtoB marketers audience was invited to participate in the survey via email. A sample of 243 completes was achieved. Confidence Interval: 94% – Margin of Error: +/- 5%

Methods and procedures adhere to the standards and ethics established by the Market Research Association (MRA-net.org). Individual participant or participant company names are not disclosed. Results are reported in aggregate only. No incentive was offered to complete the survey.

About Crain’s B2B
BtoB, the online resource for marketing strategists, delivers timely editorial on all disciplines of business-to-business marketing through its web site, a wide variety of e-newsletters addressing specific areas of b-to-b marketing, and content-driven webinars. More than 100,000 b-to-b marketers turn to BtoB for the latest news and analysis, including industry benchmarks and best practices, needed to develop a winning integrated marketing strategy. BtoB also produces a print publication that is published six times a year, as well as research, branded content, virtual trade shows and live events. BtoB is published by Crain Communications Inc., which publishes more than 20 business, trade and consumer publications and related websites in North America, Europe and Asia.

Advertising offices—711 Third Avenue, 3rd Floor, New York, NY 10017
| 212-210-0100 | www.btobonline.com | btobwebinfo@crain.com

Editorial offices—150 N. Michigan Avenue, Chicago, IL 60601
| 312-649-5200 | www.btobonline.com | btobwebinfo@crain.com

About Bizo
Bizo is how B2B marketers identify and reach their target audiences online. Fueled by Bizo’s audience of more than 120 million professionals around the world, including more than 85% of the U.S. business population, the Bizo Marketing Platform can precisely target business people by specific business demographic criteria. Bizo’s customers use the platform’s data management and targeting capabilities to reach audiences anywhere they travel online and engage those that come to their websites, landing pages, and social channels. Bizo has earned the confidence of more than 600 SMB marketers and large global brands including AMEX, Mercedes Benz, Monster, Salesforce.com, Porsche, Microsoft, AT&T, and UPS who use Bizo to impact every stage of their sales and marketing funnels.

Related articles:

1. Survey Shows Many Marketers Are Behind In Use of Data, Targeting and Measurement New research from Crain’s BtoB Magazine underscores significant opportunities for...
2. Google’s Content Network is Now Seasoned with DoubleClick Cookies One more step for Google towards world domination – well,...
3. New IAB Survey of 300 Brand Marketers Shows Rapid Rise in Mobile Budgets IAB Mobile Marketing Center of Excellence Releases ‘Marketer Perspectives on...

Stand-Alone Reporting of Tablet Audiences Also Now Available in comScore Mobile Metrix®, Providing Critical Component of Multi-Platform Audience Reporting

RESTON, VA – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, announced the official U.S. launch of MMX® Multi-Platform, the next generation of digital audience measurement and media planning. Building on MMX®, Mobile Metrix® and Video Metrix® from comScore’s Audience Analytics suite, this first-of-its-kind product – originally released to clients in Beta with September 2012 data – offers unduplicated accounting of audience size and demographics that reflects today’s multi-platform digital media environment.

“We are excited to formally introduce MMX Multi-Platform, a revolutionary development that combines comScore’s flagship products to accurately account for unduplicated audiences across the desktop, smartphone and tablet platforms,” said Jeff Hackett, executive vice president of comScore. “This unified view of digital audiences not only establishes a new measurement standard for the industry, but also has the potential to unlock insights that can deliver substantial, currently unrealized value to our publisher, advertiser and agency clients.”

To learn more about MMX Multi-Platform, click here: www.comscore.com/multiplatform. Those interested in requesting a live product demonstration can click here: www.comscore.com/MMX_Multi-Platform_Demo_Request

Multi-Platform Reporting Drives Value for Marketers and Media Companies

MMX Multi-Platform provides unduplicated audience reporting across the various media platforms, in addition to different content delivery vehicles, whether those are websites, videos or apps. The synthesis of these platforms and content assets delivers new value to the digital media ecosystem in the following ways:

• Facilitating Content Monetization- Publishers and media companies can now get credit for their entire unduplicated audiences across computers, smartphones and tablets – including the incremental audiences reached only via mobile platforms.
• Demonstrating the reach and value of these audiences to advertisers helps facilitate the monetization of mobile channels.
• Improving Content & Marketing Strategies– Understanding demographic differences between audiences across channels can help publishers and media companies devise acquisition strategies and develop content that better engages their different audiences.
• Enhancing Media Planning Efficiency– Independent media platform reporting in addition to synthesized, unduplicated views of audiences enables media planners to optimize audience reach and frequency both within and across channels. The full palette of media platforms offers more options to maximize efficiency.
• Reaching High-Value or Difficult-to-Reach Demographics– Smartphones and tablets can be more efficient at reaching high-value demographic targets, such as younger males and upper-income audiences. The availability of multi-platform audience reporting provides data that supports more efficient ways of reaching these important demographic segments.
• Understanding Media Usage Trends– Publishers, media companies and marketers all need to understand how the consumer media mix is changing over time as a result of the continued adoption of mobile platforms. By illuminating the shifting dynamics, particularly within different segments of consumers, businesses can respond to their customers’ changing needs and better plan for the future.

The Top 50 Digital Media Property Ranking: A New View of the Digital World

Multi-platform audience measurement immediately changes the established view of the digital landscape, with media properties’ audience sizes increasing, in addition to changes occurring within content category rankings. The average property within the Top 100 increased its audience size by an average of 38 percent, and 19 of those properties had incremental mobile (i.e. smartphone and tablet) audiences that extended the reach of their desktop audiences by at least 50 percent. The properties with the greatest incremental percentage gains from mobile were Groupon (223 percent), Zynga (211 percent) and Pandora (183 percent).

*Note: Desktop includes audience reached via video and will therefore differ from standard MMX rankings
**Mobile includes smartphone and tablet platforms

comScore Clients Support Multi-Platform Measurement

“Mobile and video are central to how we deliver content to our readers, so having an audience measurement platform that accounts for this was essential. We are excited that comScore’s MMX Multi-Platform will now be providing that for us.”

-       Dan Abrams, CEO, Abrams Media Network

“ESPN’s mission is to serve sports fans, anytime, anywhere, so it’s critically important that we are able to represent the audience of our entire digital footprint. Measuring user behavior across platforms provides us better insights to most effectively build products, serve content, market our offerings and develop innovative advertising solutions.”

-          David Coletti, VP, Digital Media Research & Analytics, ESPN

“With the growth of tablets and smartphones, media consumption has become fluid throughout the day. These numbers demonstrate how well Gannett has been able to leverage its digital focus to grow our consumer base through our mobile and tablet products. We applaud comScore for addressing the industry’s need for accurate multi-platform audience measurement.”

-       Matt de Ganon, VP, Mobile Product and Operations, Gannett Digital

“Given the trends we’re experiencing in this new multi-screen world with more of our audience engagement with us across mobile devices, it’s critical to our future to capture this activity accurately. comScore is leading the industry in methodologies to realistically represent all the audience who’s coming to our sites across all these new devices.”

-          John Denny, VP, Marketing, Advance Digital

“comScore’s new Multi-Platform service provides invaluable data to help navigate today’s tumultuous digital landscape. It is crucial to holistically quantify the unduplicated exposure and engagement of all our digital assets moving forward.”

-       Michael Gratz, VP, Research & Insights, Martha Stewart Living Omnimedia

“Consistent multi-channel reporting of audience reach and demographics is an important underpinning of cross-platform media planning. We look forward to leveraging MMX Multi-Platform to improve side-by-side comparisons and gain a more holistic view of audiences that will help increase the efficiency and performance of our clients’ campaigns.”

-          Brian Quinn, Chief Revenue Officer, Triad Retail Media

“With mobile representing such a large segment of our digital audience, we knew that traditional web-based audience measurement was not giving us credit for the significantly larger audience we’ve been delivering to our advertisers. By addressing that critical piece of the landscape, this product is bringing a more realistic view of the true digital media universe to the market.”

-       Radha Subramanyam, EVP Insights, Research & Analytics, Clear Channel Media and Entertainment

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.

Related articles:

1. comScore Announces Beta Release of MMX Multi-Platform, Providing a Unified View of Web, Smartphone and Tablet Audiences comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital...
2. comScore MMX Ranks Top 50 U.S. Web Properties for July 2012 comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital...
3. comScore Brings Big Data to Mobile and Multi-Platform Media Analytics Data from More than 1 Million U.S. Mobile Phone Users,...

A new solution to revolutionize the publishing sector has been brought to market by the global provider of market insight technology, Cint. The ground-breaking software, Cint Engage, allows publishers to develop reader panels for regular polling to build a better picture of their audiences. In turn, Cint Engage helps develop more relevant content and boost bottom-line sales.

With the decline in print publishing and the growth of online media, keeping content relevant and tailored to audiences has never been more important. Cint Engage has been created to provide publishers with the tools to develop a research panel comprised their readers, subscribers or site visitors, which will inform decisions on editorial schedules, style and advertising options.

By utilizing Cint Engage, publishers can capture data of their existing membership base to create a truer picture of the intrinsic make-up of their readers. From an editorial perspective, readers’ poll findings will help determine the topics, issues, brands as well as personalities which are most important to them and should therefore, be incorporated into the editorial content of the publication.

For potential advertisers, Cint Engage is a powerful tool for accurately reinforcing the strengths of a publication. Until now, reader feedback and demographic make-up was created largely on guess work, meaning sales teams had a difficult role in proving their worth over competitors in this very crowded marketplace. Thanks to Engage, audiences and their associated brands can be much more effectively defined.

Richard Thornton, global commercial director at Cint, comments: “The publishing sector has undergone spectacular changes over the past few years and those who have survived have done so by innovating in their sectors and keeping content fresh, interesting and relevant to readers and advertisers. Cint Engage adds another vital weapon to the armory of these businesses, by allowing them to engage with customers and build content around their wants and needs.

Initial feedback from publishers and media agencies has been very favorable. Over the next few months we will be showcasing the tool at publishing events across the globe.”

As an additional incentive, when publishers deploy their questions to people within their panel, both the panel owner and respondent receive a ‘thank you’ payment. This financial benefit not only encourages publishers to create a research community, but also for their readers to participate.

To find out more about Cint’s range of consumer insight solutions, please visit www.cint.com.

About Cint
Cint empowers access to opinions by innovating the way market insight is gathered. Reach over 7.5 million people in 50 countries, all recruited through 500 different panel owners like publishers, local media outlets, market research agencies and non-profits. Cint’s exchange platform, OpinionHUB, the fully transparent insight marketplace, brings together questions and answers from all around the world.
Cint is headquartered in Stockholm, Sweden and has offices in major cities across Europe, North America and Asia-Pacific.

Related articles:

1. Audience-Based Sales Now Drive 10% of Online Advertising Revenue for Web’s Premium Publishers the Rubicon Project’s Targeted Audience Program empowers Web publishers and...
2. Panache Helps Major Online Video Publishers Increase Advertising Revenue with Ad IQ Reporting Solution Provides Industry-First Metrics and Measurement Capabilities to Increase...
3. White Paper from Adzerk Explains How Audience Targeting Helps Publishers Maximize Advertising Revenue “Audience Targeting 101“, a white paper published by ad management platform...

Additions will Boost Resonate’s NYC Presence and Expand On Values Based Insights and Targeting Business

RESTON, VA – Resonate, the only marketing technology company to understand and target audiences based on values, announced the appointment of Marc Johnson as chief marketing officer and Michael Horn as vice president of research. As chief marketing officer, Johnson will drive brand awareness and marketplace understanding of how to use consumer values as part of a successful marketing strategy. In his new role, Horn will oversee the Survey, Data Science, and Business Intelligence teams that turn raw data into actionable insights based on consumer values.

“Marc and Michael bring essential expertise to the Resonate team as we expand our business from media strategy and buying into a true consumer intelligence company,” said Bryan Gernert, Resonate CEO. ”Their experience working with marketers to turn consumer insights into positive outcomes will help Resonate deliver even greater returns for both brand and political advertisers.”

Johnson brings nearly 20 years of experience building businesses that help marketers understand consumers. Most recently, he managed Storyline Development, a boutique independent research and marketing consultancy he co-founded. Johnson was previously global chief marketing officer of Experian Hitwise, overseeing marketing, research and public relations. He has also held executive marketing positions with The NPD Group, Nielsen Buzzmetrics and Jupiter Media Metrix.

“Resonate answers the most central question facing marketers: What motivates people?“ Johnson said. “The ability to understand and act on consumer values, motivations and beliefs is central to any successful marketing plan. I am thrilled to join this amazing team with such A-list investors toexpand on this proposition. ”

Previously, Horn served as senior vice president and managing partner of Decision Sciences at Universal McCann, where he developed new services that drove revenue growth across the global agency network. Prior to joining Universal McCann, Horn was director of Research & Analytics at McGarryBowen, where he established a new multi-channel data practice aligning the efforts of account, planning, media, and creative teams. Horn was part of Fast Company’s “Fast 50” in 2002.

“Resonate is alone in providing truly actionable insights based on the values and beliefs of consumers in order to help brand and political marketers drive results,” said Horn. “These values cross every demographic boundary, and they’re very stable – changing over years and life stages, not days and weeks. The insights we produce provide rich and genuine understanding of an audience, which our clients can use to fundamentally change the way they market to their target audiences.”

These new executive appointments are part of accelerating company growth. In 2012, Resonate quintupled (5x) the number of million dollar clients it had on its roster the previous year, and furthermore achieved a 72 percent revenue increase. This growth came from a more than doubling (116%) of brand marketer deals as advertisers realize the power of values based insights and targeting.

Johnson will be based in Resonate’s New York City offices alongside Chief Revenue Officer George Stewart and Horn will be based in Resonate’s Reston, Virginia headquarters.

About Resonate

Resonate enables advertisers to better understand and reach audiences based on consumers’ belief systems and values. Resonate’s proprietary platform allows marketers to build rich consumer profiles to power online advertising campaigns, and gain actionable consumer insights before, during, and after execution. Resonate’s insights power the campaign performance of leading brand and political advertisers.

Headquartered in Reston, Va. with offices in Chicago, Los Angeles, New York, and Washington, D.C. Resonate is privately held having raised nearly $30M in funding from firms including Greycroft Partners, iNovia Capital and Revolution Growth. For more information visit: www.resonateinsights.com.

Related articles:

1. Resonate Appoints Kathy Sharpe Vice President of Marketing Industry Veteran Brings Extensive Experience in Digital Marketing to Newly...
2. Resonate Increases Revenue 72% YoY As Marketers Realize Power of Values-Based Targeting Company Increases the Number of Million Dollar Clients by 5X...
3. Former Yahoo! Vice President, Finnegan Faldi, Joins Datalogix as Chief Operating Officer WESTMINSTER, Colo. – Datalogix, the leader at integrating database marketing...

After years of silence eyeReturn unveils its extensive reach into the Canadian Online Market

Toronto – In March 2013, eyeReturn Marketing is sharing its online reach with the advertising community – eyeReturn’s 88% reach into the Canadian internet audience will be made public in the comScore interface.¹ These results reinforce the unwavering dominance of the eyeReturn ad ecosystem – through its ad serving and RTB-business (eyeDemand) – reaching more people in Canada than Facebook.com (82.1%); and falling in the top 3, riding just behind Google.²

eyeReturn’s offering extends far beyond reach and into an end-to-end suite of products and services, ensuring client messaging is automatically optimized and retargeted throughout the campaign process. Employing 53 (and growing) of the best and brightest, eyeReturn is positioned at the forefront of the ever-evolving online marketing landscape. eyeReturn’s proprietary DMP, eyeReact, collects custom data and passes it to the eyeReturn ad server which utilizes machine learning technology that in turn optimizes and retargets delivery in real-time – maximizing ROI. eyeReturn has strong partnerships with a number of ad exchanges giving it vast inventory, including: AppNexus, Casale, Brightroll, Adap.tv and Google. Further, eyeReturn offers enterprise level reporting, analytics and verification services to its clients.

“comScore has been tracking eyeReturn’s reach for some time. We are excited to be releasing this additional insight to the marketplace and continuing to increase the value of our reporting,” said Bryan Segal, VP of comScore Canada.

President and Co-CEO Renee Hill says, “The eyeReturn integrated stack offers advertisers a full solution to their online advertising needs. eyeReturn differentiates itself from other DSPs with its real-time DMP that optimizes during a campaign. eyeReturn’s real-time reporting and analytics offer invaluable insight into campaign success metrics. The decision to partner with comScore to release our reach numbers was an easy one, being the predominate online research firm in the world, comScore’s numbers validate the market strength eyeReturn enjoys in Canada.”

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.

About eyeReturn Marketing
eyeReturn Marketing delivers real-time data and dynamic optimization algorithms to reach audiences with maximum efficiency. A leader in ad serving, advanced analytics, verification, shopping cart retargeting, Big Data analysis, and dynamic creative optimization, eyeReturn Marketing is the only end-to-end digital advertising platform in the market. Find out how eyeReturn Marketing’s technology platform can make your advertising work in the real-time digital world at www.eyereturnmarketing.com or follow us on Twitter, www.twitter.com/eyeReturnMktg

1. Source: comScore Inc, Total Canada, All Locations. December 2012 Private Ad Ecosystem Data
2. Source: comScore Inc. Total Canada, All Locations, December 2012 – Ad Focus

Related articles:

1. eyeReturn becomes first Canadian DSP accepted into the NAI eyeReturn Marketing announced today it has joined the Network Advertising...
2. Google’s Content Network is Now Seasoned with DoubleClick Cookies One more step for Google towards world domination – well,...
3. comScore Publishes White Paper on the Impact of Cookie Deletion on Website Audience Measurement in Latin America Study Finds that Without Proper Adjustments, Site-Server Estimates can Overstate...

Interest-based lookalike audiences ideal for generating new, high-value demand within target market

SAN FRANCISCO, CA and CUPERTINO, CA — TruSignal, an innovative digital ad targeting and predictive analytics firm, with BlueKai, the world’s only complete enterprise data activation platform, today announced availability of new, interest-based lookalikes. Interest-based lookalike audiences are ideal for advertisers looking to create awareness and generate demand from high-value prospects.

The newly available interest-based lookalikes were developed by modeling BlueKai’s powerful in-market segment data with TruSignal’s offline consumer profile data to discover audiences of new users who look-like in-market prospects but have not yet raised their hands to indicate current interest through online signals.  The new segments are a way to expand existing audience targeting options, giving advertisers the ability to move up the funnel to generate new growth through branding and prospecting campaigns  within multiple industries including automotive, financial services and lifestyles.

“BlueKai’s in-market segments are critical for reaching hand raisers who are already in-market and ready to make a purchase decision. The new interest-based segments are a great way to reach another important segment of the market: users who are not presently in-market, but who could be soon,” says Pieter De Temmerman, BlueKai’s GM of Exchange and International. “Whereas campaigns targeting in-market segments are designed to convert existing demand, campaigns targeting audiences modeled on interest-based segments are designed to generate new consumer demand within the right target audience. Together, in-market and interest-based segments complete the entire marketing funnel.”

Interest-based segments improve the efficiency of branding campaigns by reducing wasted impressions on users who are not within the target market. Prospecting campaigns also benefit by driving more highly qualified users down the conversion funnel.

“When it comes to audience targeting, data quality is critical. An effective lookalike audience always starts with the right audience seed,” said David Dowhan, president, TruSignal. “Combining high quality BlueKai in-market data with TruSignal’s 40 different sources of verified, offline profile data enabled us to create very precise audience expansion segments with excellent precision and scale.”

For advertisers looking to generate new demand for tomorrow, the interest-based segments offer a precise and scaleable way to reach an audience of users who look-like those showing online intent today.

Currently, there are 12 interest-based lookalikes immediately available within five segments on the BlueKai Exchange (under the TruSignal section of the Branded Node):  Automotive, Financial Services, Lifestyle, Online Games & Quizzes and Travel.

As BlueKai’s modeling partner for mid and upper funnel campaign objectives, TruSignal uses regression modeling techniques to analyze 1000’s of consumer profile data points from its unique aggregated offline database to determine which elements have the most predictive signal for a given audience. The resulting audience formula is a unique combination of about 100 predictive factors that most precisely define the target lookalike audience.

About TruSignal

TruSignal helps leading consumer marketers and their advertising agencies discover and reach their ideal audiences at scale across one-to-one digital marketing channels, including display, video and mobile. TruSignal’s patented data mining and predictive analytics platform enables both direct marketers and brand advertisers to more precisely target their digital advertisements for improved campaign results. TruSignal was spun off from eBureau, its sister company, in 2012. TruSignal is a wholly-owned subsidiary of xTech Holdings, Inc., and its investors include Redpoint Ventures, Split Rock Partners and Tenaya Capital. For more information, please visit www.tru-signal.com. Follow TruSignal on LinkedIn, Twitter, and YouTube, and read the latest industry opinions and ideas on the company’s Audience Matters blog.

About BlueKai

BlueKai is the world’s first and only complete enterprise data activation solution for intelligent marketing.  BlueKai offers its customers a system for managing and activating all their 1st, 2nd and 3rd party data in all marketing and customer engagements.  BlueKai represents the only end-to-end SaaS solution for marketers and publishers looking to maximize their cross-channel marketing efforts and create a proprietary solution for unlocking reach, scale and efficiency using data.  BlueKai leads the data-driven marketing space with the industry’s first, and most advanced, Data Management Platform as well as the industry’s first, and most well-connected, Data Exchange.  BlueKai currently works with thousands of companies and is currently trusted by almost half the Fortune 30 brands to activate their data.  In 2013 BlueKai was named to Forbes “50 Most Promising US Companies” list as well as Fast Company’s “10 Most Innovative Global Companies in Big Data”.

Related articles:

1. TruSignal Unveils High Value Consumer Audience Targeting Segments on the BlueKai Exchange™ Innovative digital ad targeting firm TruSignal and BlueKai, the world’s...
2. TruSignal Unveils High Value Consumer Audience Targeting Segments on the BlueKai Exchange ST. CLOUD, Minn. & CUPERTINO, Calif. - Innovative digital ad targeting...
3. TruSignal Partners With eXelate to Bring High Value Audience Targeting Segments to Online Advertisers Innovative digital ad targeting firm TruSignal and eXelate, the leading...

“Audience Targeting 101“, a white paper published by ad management platform Adzerk, explains how marketers use data to reach audiences beyond the content of a webpage. Written by ad operations veteran Ben Kneen of Ad Ops Insider (http://www.adopsinsider.com/), the white paper explores the behind-the-scenes concepts of audience targeting, and delves into four major areas of marketing opportunity: demographics, psychographics, purchase intent, and social media.

Before audience targeting, web publishers’ ad buys were limited by the content on their pages, and the audiences that content attracted. Now that audience targeting has become a mainstream part of the online advertising process, publishers need to be aware of how it works and what options are available.

“A publisher won’t be able to grow their revenue if they rely only on what’s worked for them in the past,” says Adzerk CEO James Avery. ”This white paper exposes publishers to how marketers think, so they can identify new ways to grow.”

The white paper is free, and is available for download at http://www2.adzerk.com/audience-targeting.

About Adzerk

Adzerk is an ad platform designed to help publishers make more money. Founded in 2009, Adzerk built its ad server adOS to be fast and easy-to-use, and believes that making advertising a viable business model for publishers ensures a free and healthy Internet.
Learn more at http://www.adzerk.com.

Related articles:

1. Interview: James Avery, Founder and CEO of Adzerk, Explains What the Adzerk adOS Platform Can Do for Publishers, Networks Adzerk's core mission is to help publishers get the most...
2. SpotXchange’s First Call Service Helps More Than 50 New Publishers Maximize Revenue of Premium Video Inventory with Innovative Sales Channel SpotXchange, Inc., the largest global marketplace of video ad inventory,...
3. PubMatic Enhances Dynamic Default Optimization Technology That Helps Publishers Generate More Revenue From Default Ad Impressions PubMatic Issues White Paper Detailing New Technology PALO ALTO, Calif....