DataXu, a leading provider of programmatic marketing solutions, and Placed Inc., the leader in ad to in-store attribution, today announced a new integrated partnership that allows DataXu’s brand and agency customers to reach audiences based on store visits across digital and television properties. Breaking new ground together, DataXu and Placed are now able to target in-store shoppers via connected TV, an industry-first that creates an exciting new avenue in which marketers are able to reach both new and existing customers.
This integration allows DataXu to reach consumers in Placed audience segments on connected TV devices using DataXu’s OneView data activation product. In the first campaign of its kind, Placed created an audience segment of consumers with a high propensity of visiting major big box retailers based on over 140 billion measured latitude and longitudes a month; DataXu then successfully targeted that audience on connected TV devices through its recently launched self-service TV buying platform.
The campaign was transacted through DataXu’s connected TV marketplace, which has access to over 13 million U.S. addressable households comprised of more than 25 million individuals, across premium TV content from networks such as Fox, HGTV, AMC, The History Channel, The CW, BBC America, Food Network, A&E and more. DataXu can detect an average of five additional devices within each connected TV household, giving maximum coverage for the most precise data sets and targets.
“Location data is more than targeting by proximity—it is about identifying audiences, and building campaigns that reach that customer throughout their journey to the store, which now includes the living room,” said David Shim, Founder and CEO at Placed. “This first-to-market partnership opens an exciting new road for DataXu’s customers with an extraordinary level of addressability using Placed audiences.”
Placed measures location data from over 150 million devices a month, which translates into 4.6 billion daily location signals. With a series of patents around location, Placed is the market share leader when it comes to connecting advertising with store visits, thanks to its unique Placed Attribution.
DataXu customers now have access to Placed’s market-leading attribution and unique audience data directly within DataXu’s DSP platform, which was recently awarded the highest usability score in a benchmark of five leading DSPs by an independent third-party study. DataXu’s DSP was also recently named a leader in The Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017, where it was recognized with the highest scores in the “Platform Capabilities And Tools” criteria, and in the “User And Device Identity” criteria.
“Advanced audience targeting is the future of television buying,” said Tore Tellefsen, VP of TV Solutions, DataXu. “By partnering with Placed, we’re able to reach the most desirable populations for any business with a physical location across digital properties. This is a supremely powerful tool for marketers working towards any KPI, whether it is reach or lower funnel activity.”
DataXu’s mission is to make marketing better using data science. The world’s top brands and agencies use DataXu to better understand and engage customers across all devices and media formats. Its solution provides marketers with unparalleled Media Activation, Marketing Analytics and Data Management capabilities. With fourteen offices in nine countries, DataXu’s full-stack solution is powering the marketing transformation of the world’s most valuable brands.
Placed is the leader in location-based attribution. Measuring billions of locations a day, Placed provides the most comprehensive understanding of consumers’ offline behaviors. Connecting the physical and digital worlds, Placed is the common currency for brands, agencies, and publishers to measure ad exposure to store visit, optimize offline at scale, and deliver actionable insights into consumer behavior. In the past 12 months, Placed has measured over $500MM in media spend to store visits, across thousands of campaigns, and hundreds of partners.