IXI Services, a division of Equifax,
today launched AudienceIntel™, an online advertising measurement tool
that enables advertisers to better evaluate who is actually viewing and
responding to their ads. The 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.
AudienceIntel helps advertisers ensure they are allocating their spend
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 can also use AudienceIntel's features to determine the value
of specific delivery channels. If a publisher or media channel is
under-delivering, it's easy to make data-driven budget reallocations to
better performing sites. AudienceIntel's capabilities also extend to an
advertiser's own site, allowing them to better understand the audience
that is converting, and adjust their internal mssaging and architecture
if consumers abandon the conversion process. And for marketers offering
multiple products 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, SVP & GM, 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' digital products do not
incorporate or reveal any personally identifiable information.
About Equifax Inc.
Equifax is a global leader in consumer and commercial information
solutions, providing businesses of all sizes and consumers with
information they can trust. We organize and assimilate data on more than
500 million consumers and 81 million businesses worldwide, and use
advanced analytics and proprietary technology to create and deliver
customized insights that enrich both the performance of businesses and
the lives of consumers.
For nearly 20 years, IXI Services, a division of Equifax, has enabled
marketing, sales, and risk management executives to differentiate and
target consumer households based on proprietary measures of wealth,
income, spending, credit, investment style, share-of-wallet, and
Headquartered in Atlanta, Equifax operates or has investments in 18
countries and is a member of Standard & Poor's (S&P) 500® Index. Its
common stock is traded on the New York Stock Exchange (NYSE) under the
For more information, please visit www.equifax.com.
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