ATLANTA Equifax said its IXI Services has rolled out an online advertising measurement tool that enables advertisers to better evaluate who is actually viewing and responding to their ads.
AudienceIntel is a real-time interactive dashboard uses a variety of IXI Services’ proprietary financial and economic measures to verify if ad impressions are reaching their optimal target audience.
The company said AudienceIntel helps advertisers ensure that advertisers are allocating their spending on ads served to qualified consumers. By measuring audiences by estimated financial measures such as wealth, income and spending, advertisers can verify if the audience receiving an ad is a match for a brand and offer.
Advertisers also can use AudienceIntel’s features to determine the value of specific delivery channels. If a publisher or media channel is under-delivering, the company said it is easy to make data-driven budget reallocations to better performing sites.
AudienceIntel said its capabilities also extend to an advertiser’s own site, allowing it to better understand the audience that is converting, and adjust its internal messaging and architecture if consumers abandon the conversion process. And for marketers offering multiple products, the company said this dashboard enables scrutiny of which consumers are attracted to different offerings.
“Research suggests that over half of advertisers’ online display spending is wasted on unqualified prospects, but, as the saying goes, no one is certain which half,” said Jeff Sporn, senior vice president for digital Solutions for IXI Services. “In the past, data has allowed us to do manual assessments, especially of offline marketing activity, but this real-time dashboard provides the financial and economic profile of the audience seeing an ad during a campaign, giving advertisers a very clear indication of whether or not they are hitting their target.”
AudienceIntel works across all targeting strategies and publishers and utilizes estimated household characteristics using anonymous, aggregated neighborhood level data. IXI Services said its digital products do not incorporate or reveal any personally identifiable information.