ENGINE Powers Up “Attitude Based Audience” Solution

Media and marketing services company ENGINE, in partnership with Clickagy, a data intelligence company,  announced the launch of its “Attitude Based Audience” capability, which leverages survey research to enable digital marketers to accurately reach consumers online an average of 25% more effectively than traditional audience targeting solutions. The new capability draws upon ENGINE’s research and data competencies and Clickagy’s data intelligence assets to build audiences instead via first-hand consumer testament. ENGINE starts with a representative sample of consumers that express the attitude, intention or sentiment an advertiser is attempting to target, and then uses machine learning to identify the digital behaviors in Clickagy’s ecosystem that provide the strongest signal of the desired attitude, intention or sentiment.

“The capability alleviates the frustration many agency and marketing leaders face when trying to target prospective and existing customers,” said Andy Davidson, who leads data strategy and analytics for ENGINE Insights, the research and analytics division of ENGINE. “We have developed a better way – rather than making subjective inferences regarding what digital behaviors suggest about a consumer’s preferences or intentions, we leave it to the consumer to express intent or preference and then we find the behaviors that best signal it.”

ENGINE’s audiences currently span Auto, Financial Services, Health/Pharma, Lifestyle and Tech. Audiences can be activated in two ways by media buyers and advertisers via direct integration with a preferred DSP, or through many of the leading DMP’S (currently Oracle Data Cloud, Adobe Audience Manager, Lotame, LiveRamp, Eyeota, Neustar, SalesForce DMP, Nielsen DMP).

 

Related Stories

10/06/25: Cynopsis Media Tech Update

ratings Tech

Monday October 6, 2025 Yahoo and Samsung News are partnering to expand the functionality of the Samsung News app. The upgrade introduces a new Sports tab and dedicated stock market module, powered by Yahoo Media Group. “Galaxy users turn to Samsung News multiple times a day for the latest headlines from the […]

10/05/25: Cynopsis Jobs

hand shake

Sunday October 5, 2025 CYNOPSIS SCREENSHIFT Inside the Minds of Media Buyers Who decides where the ad dollars go? Find out in this no-holds-barred session where top buyers and planners reveal how budgets are set and campaigns get built. Bring your questions and get real answers from Tim Hill (Initiative), Samantha Rose (Horizon Media), and […]

Cynopsis 10/03/25: Spanish-Language Ads Pack a Punch

Friday October 3, 2025    IN THE NEWS NBCUniversal and Google struck a long-term distribution agreement that averts an NBCU blackout on YouTube TV. “Our new agreement with Google is a clear win for both our business and our viewers,” said Matt Schnaars, President of Platform Distribution & Partnerships at NBCUniversal. “We’ve secured long-term access […]

Cynopsis 10/02/25: Netflix Goes Solo for New Special

Thursday October 2, 2025    IN THE NEWS CTV ad spend is climbing, but confidence isn’t keeping pace. According to Gracenote’s Context Is King report, marketers are prioritizing brand-building objectives in their CTV campaigns but often rely on targeting tactics better suited for narrow audience segments. That misalignment is limiting reach and effectiveness and may […]

CynCity

Cynsiders

Instagram