Xaxis, the world’s largest programmatic media and audience platform, announced today the results of a comScore global validation study, which verified the predictive accuracy of the company’s industry leading data management platform (DMP), Turbine. comScore found Turbine outperforms its benchmark in accurately predicting consumer purchase intent and interests across its proprietary, real-time audience segments.
The result highlights Xaxis’ understanding of consumer intent and ability to decipher complex in-market purchase signals to increase engagement throughout the consumer journey. Xaxis and comScore plan to work on an ongoing basis continually verifying the veracity and performance characteristics of Xaxis’ Turbine audiences.
In the study, comScore assessed Xaxis segments for accuracy by validating Turbine’s audience data against the 1.9 trillion interactions observed by comScore’s global monthly census. The comScore validation adds an additional layer of value to Turbine’s proprietary audience segments, ensuring they reach the intended targets across all addressable media including mobile, display, social, online video, connected TV, Internet radio and digital out of home.
“Turbine provides Xaxis clients with a true understanding of a consumer’s position within their consumer lifecycle and enables brands to engage with audiences at precisely the right moment across devices,” said Jon Whitticom, VP of data and audiences at Xaxis. “comScore’s findings validate our proprietary methods of modeling, scoring and refreshing audience segments in real-time. As we continue to innovate in data science, our ongoing partnership will bring an extra level of rigor to our overall testing and R&D efforts.”
“One of the greatest opportunities for digital advertisers is to reach their audiences with extreme accuracy and deliver customized messages to both their current and potential customers,” said Gian Fulgoni, Co-Founder and Chairman Emeritus at comScore. “Xaxis is to be commended for its willingness to test their targeting accuracy level. By validating its audience segments against comScore’s independent third-party data, Xaxis is giving its clients greater confidence that they do indeed reach their desired audiences through accurate targeting capabilities.”
“The Xaxis advantage is in providing our clients with higher performing and more effective solutions,” said Brian Gleason, global CEO of Xaxis. “We’re pleased by the results of the study, which has validated the accuracy of our segmentation around the globe, and look forward to working with comScore to continue to push our capabilities to new heights.”
Xaxis’ Turbine DMP continually responds to changes in behavior patterns inferred from more than 1 trillion non-personally identifiable data points to create proprietary audience segments that can be actioned across all addressable media. Through Xaxis’ close relationships with the world’s largest media companies, Turbine ingests more audience data than any other DMP in the industry.
Xaxis is a global digital media platform that programmatically connects advertisers to audiences across all addressable channels. Through the expert use of proprietary data and advertising technology along with unparalleled media relationships, Xaxis delivers results for over 2,800 clients in 45 markets across North America, Europe, Asia Pacific, Latin America and the Middle East. Advertisers working with Xaxis achieve exceptionally high return on advertising spend through the company’s proprietary media products, as well as through its specialist companies, Light Reaction, Bannerconnect and ActionX. For more information, visit www.xaxis.com.
comScore, Inc. (NASDAQ: SCOR) is a leading cross-platform measurement company that precisely measures audiences, brands and consumer behavior everywhere. comScore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, comScore is delivering the future of measurement. For more information on comScore, please visit comscore.com.