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).