Acxiom has announced a new self-service tool called Audience Cloud that allows marketers to generate audience segments using people-based identities, and then, in one step, target all relevant publishers.
Andy Johnson, VP of Data and Product Management at Acxiom’s Audience Solutions, told me this unified process is the first of its kind.
“People-based identities” refers to the fact that Acxiom focuses on actual identities of individuals across devices, which it anonymizes before targeting. So, for instance, it targets an actual sports fan by cookies, mobile device IDs, email address and another means across a smartphone, tablet and laptop, but it describes this identified consumer as something like Customer 123.
Johnson said that, in a typical use case, a marketer uses Audience Cloud to generate in real time the audience segment they want to target, such as 18-to-35-year-olds on the West Coast of the US who like to travel, for a new online ad promoting half-price airfare to Hawaii. Again, all the users are actual identities, not just unknown web visitors who have ever visited a website about Hawaii.
Once selected, the marketer then chooses all the publishers where the ad should run, when those identified users show up. It can include Time, Inc.’s site, Facebook and BuzzFeed all in one step. Other audience targeting tools, Johnson noted, require you to generate the audience segment separately for different types of destinations.
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