Audience insights company VisualDNA has completed the integration of its data with five new technology platforms; Adap.tv and Advertising.com both part of AOL Networks; DataXu, Krux and Rocketfuel.
The partnerships will increase the availability of VisualDNA data for advertisers and publishers as the market for big data in digital marketing continues to expand – both for pre-packaged segments bought in DSPs, and custom audiences built within DMPs.
VisualDNA segments, created using self-declared first-party data collected from online quizzes, are already available through AppNexus, DoubleClick Bid Manager, MediaMath, Turn, and Videology. The addition of Adap.tv, Advertising.com, Rocketfuel and DataXu means that brands using these platforms can now use VisualDNA’s high quality demographic, brand preference, lifestyle and emotive data segments to target niche audiences at scale.
VisualDNA has also sought to partner with DMPs – platforms that bring together multiple data sources, such as social network data, CRM data and third party data to power business analytics and smart targeted marketing – as the market for big data in marketing has grown beyond targeted programmatic advertising.
VisualDNA data can be integrated with a publisher or retailer’s own CRM data to create custom audience segments in DMPs – the partnerships with DataXu and Krux means more marketers can now capitalise on VisualDNA’s powerful profiling technology to build a more detailed picture of their audiences and reach them at scale.