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Equifax Inc. (NYSE: EFX), a global information solutions provider today announced that its division, IXI Services, and Adobe today have joined forces to make IXI’s Digital Targeting Segments available as a selection criteria within Adobe Audience Manager’s Audience Marketplace. Advertisers will now be able to better define their target audience in terms of estimated financial behaviors and purchase propensities.
Adobe Audience Manager’s Audience Marketplace is a private data marketplace that:
Connects advertisers and content publishers to buy and sell second and third-party data without the time-consuming challenges of setting up individual marketing agreements.
Enables companies to scale their high-value audience segments for personalized and targeted content across marketing channels.
Can now leverage more than 350 premium digital targeting segments from IXI, including customized segments for 12 industries.
“Our advertiser clients are always looking for new data sources to help them improve their campaign results and manage their ad budget more efficiently,” said Ali Bohra, director of product marketing at Adobe. “Equifax IXI Services is unique in its ability to create premium audience segments derived from aggregated and anonymous financial and economic data. Advertisers know a lot about their target audience, and these premium data products – which help segment audiences based on estimated financial behaviors and purchasing power – can help maximize advertising ROI.”
The IXI digital targeting segments allow advertisers to reach prospects and customers that fit their campaign criteria by tightly defining their desired target audience for online advertising. These criteria can include estimated asset-levels, financial preferences, and propensity to buy in travel, leisure, and auto categories, among others. By using these segments, advertisers can execute more efficient online targeting, help minimize wasted ad spend, and track campaign effectiveness with closed-loop attribution.
“Our goal at Equifax is to make it easier for advertisers to reach their desired audience with advertising in their preferred channels, whether that’s display, mobile, addressable TV, or addressable radio,” said Jeff Sporn, senior vice president and general manager, Digital Services for IXI Services. “Adobe Audience Manager’s Audience Marketplace and its overall data management platform are trusted resources for advertisers looking to create targetable audience segments and optimize digital media buys, making this a natural fit for us. We’re continuing to bring additional premium and unique data to the market, using both the depth of Equifax data resources as well as our strategic alliances. With Adobe Audience Manager, we will add new key platforms to our robust portfolio that are well-positioned in the market and will maintain the high level of data integrity that we require.”