New York, NY (PRWEB) January 20, 2010
TRAFFIQ, the end-to-end digital media planning, buying and management platform, has integrated Datran Media's Aperture technology into its platform in order to help agencies and advertisers better understand target audiences and fully optimize online campaigns.
Aperture is a proprietary audience measurement technology platform that enables marketers to discover the verified demographic, lifestyle and buying behavior of audiences that have viewed and responded to digital campaigns. Aperture technology allows marketers to more effectively reach and engage audiences using actionable intelligence and data. Aperture analytics combine verified household-level data with online consumer behavior to accurately identify, reach and measure online audiences.
"With Aperture, our agency and advertising partners are able to create robust media plans, precisely target audiences and adjust creative strategies in real time based on campaign feedback and audience needs," said Mark Kahn, TRAFFIQ's CEO. "Post-campaign, advertisers also benefit from strategic business intelligence that provides information on both responding and non-responding audiences. This data lends valuable insight into campaign planning and creative development, redefining the overall business strategy."
Advertisers typically launch product campaigns to fairly consistent audience segments and validate the strategy by tying the data to purchase activity and other criteria. Aperture enables marketers to take a deeper look at the audience that their campaigns reach by allowing them to see a rich profile of more than a hundred consumer data points. The multitude of data points ranges from demographics like verified age, gender and marital status, to other qualifiers like income level, family size and buying history.
"Aperture brings an unparalleled level of precision and intelligence to digital marketing and audience discovery," said Scott Knoll, senior VP and general manager of Aperture. "For a company like TRAFFIQ, that provides benefits for both advertisers and publishers. Aperture is an ideal solution that will enable both sides of the media buying equation to leverage data in entirely new ways."
TRAFFIQ (http://www.traffiq.com) is an end-to-end digital media planning, buying and management platform. It facilitates the buying and selling of display media with ease and efficiency, yielding maximum return on investment. Marketplace members include leading advertisers, ad agencies and publishers. TRAFFIQ is a member of the IAB advisory board, helping educate interactive advertisers and publishers on best practices for industry growth. TRAFFIQ is headquartered in New York City, with offices in Vienna, VA. For more information, please contact info(at)traffiq(dot)com.
Aperture is an award-winning and revolutionary audience measurement platform that brings an unparalleled level of precision and intelligence to online marketing. Developed by Datran Media, Aperture is a unique media platform that combines household level data with online consumer behavior to help advertisers accurately identify, reach and measure online target audiences. Aperture modules include Audience Discovery and Targeting, Audience Finder, Audience Reach and Audience ROI. The world's largest advertising agencies and global brands depend on Aperture to connect unique consumer audiences with the compelling content, products and services they desire.
About Datran Media
Datran Media is a leading digital marketing technology company that helps its customers manage all aspects of their multi-channel marketing campaigns - from branding and acquisition, to retention and monetization. Datran Media technology solutions include cutting edge technology for media distribution, and audience measurement and analytical tools. These solutions make it easy to drive maximum value and measure the results of digital marketing programs. More than 1,000 top consumer advertisers, publishers and agencies have partnered with Datran Media to increase brand favorability and strengthen the lifetime value of their customer relationships. For more information on Datran Media, visit http://www.datranmedia.com.
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