Mansueto Ventures Selects Red Aril

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Parent Company of Fast Company & Inc. Chooses Digital Data Solution to Offer More Relevant, Engaging Content and Messages

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“We like that we own the profiles and can use them to enhance the experience across all of our offerings," said Steven Suthiana, group director of digital media and operations and Inc. and Fast Company.

Red Aril announced that Mansueto Ventures has chosen Red Aril's leading Data Management and Audience Optimization Platform (DMP) to help personalize audiences’ touch-points across its Inc. and Fast Company line of print, online, event and integrated marketing offerings.

Mansueto Ventures chose Red Aril’s DMP to provide its audiences with a more personalized, more engaging experience. Red Aril works by building sophisticated profiles that are constantly updated from a company's complete portfolio of data -- including large volumes of anonymous web traffic data, third-party data and legacy company data. The profiles enable the company to offer more relevant messaging and content to customers in real time on any platform. Inc.com and Fastcompany.com will use Red Aril to offer meaningful articles, videos, ads and special offers as people click through the sites.

Red Aril integrates the data, models it into profiles tailored with thousands of categories of interest and feeds the profiles into content and marketing systems. Uniquely, Red Aril also loops performance data back into the profiles. It time-stamps and scores the data so that actions indicating short-term interests -- such an event that has passed -- get demoted.

The result is an accurate, real-time, 360-degree understanding of audience interests across channels for Mansueto's content and for the marketing solutions it provides to its customers, who comprise some of the world's leading advertisers.

“We chose Red Aril because it’s the right fit for our broader data-warehousing strategy: it's simply the best solution we've seen for building audience understanding using every conceivable data source. We also like that we own the profiles and can use them to enhance the experience across all of our offerings,” said Steven Suthiana, group director of digital media and operations at Inc. and Fast Company.

“We're seeing increasing demand for this kind of full-circle, real-time audience targeting from sophisticated marketers across industries. We're excited that Mansueto singled out Red Aril for its ability to support the breadth of its data management needs," said Jim Soss, chief executive officer of Red Aril.

About Mansueto Ventures
Mansueto Ventures is a publishing company dedicated to serving the business leaders who are shaping the future of today's economy. The company publishes Inc. and Fast Company. Founded in 1979, Inc. is the only business brand edited and written exclusively for entrepreneurs, and guides CEOs and owners of small-to-mid size companies to success. Fast Company was launched in 1995 with the goal of revolutionizing business journalism. It showcases the individuals and companies who impact the world through creative ingenuity. Mansueto Ventures was founded in 2005 when Joe Mansueto bought Inc. and Fast Company.

About Red Aril
Founded in 2009, Red Aril is headquartered in San Mateo, with offices in New York. The company’s Data Management and Audience Optimization Platform (DMP) puts sites in charge of their audience data, enabling them to profit from audience targeting and site personalization. Red Aril’s DMP helps sites reach quality target audiences by using predictive modelling that integrates all data -- any source, any type. Utilizing these models, Red Aril lets sites effectively use data to drive revenue. Red Aril is a privately held company funded by institutional investors. For more information, visit redaril.com.

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Tracy Bagatelle-Black
RLM Public Relations
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