November 30, 2012
Core Audience Partners With Datonics and IXI Services
By Raju Shanbhag
Core Audience’s software as a service (SaaS (News - Alert)) platform was built from the ground up to be an always-on engine. It collects, integrates, models, analyzes and measures data from any online or offline, first, second or third party data source. It then structures that data into valuable audience segments, finally offering owner-defined access to those audience segments to inform marketing activity.
Recently, the company revealed a partnership with data firms Datonics and IXI Services, a division of Equifax. With this union, the company looks to combine valuable data sets into its technology platform. According to the company, this new partnership will offer its clients with reliable audience insights.
Datonics is an online aggregator and distributor of proprietary search, behavioral purchase intent and life-stage data. According to this new agreement, the company will now provide Core Audience (News - Alert) with real-time intelligence on the online behavior. It will also supply preferences and characteristics of more than 150 million consumers.
IXI Services provides multi-dimensional information that brings together financial ability, such as wealth and income, with product interest.
“Our platform is designed with speed in mind to acquire, analyze and, most importantly, operationalize audience insights for marketers," explained Adam Lavelle, CEO of Core Audience. "By integrating data from Datonics and IXI, we are providing further intelligence to help our clients optimize their marketing programs.”
Previously known as Red Aril, the company was recently launched as the industry’s first SaaS audience management platform created for brands who want to own, control and improve their audience data. By helping brands recognize valuable audience segments and respond in real-time across all of their bought, earned and owned media platforms – dincluding websites, apps, e-mail, premium display, RTB display, search, social spaces and other channels – Core Audience enhances the role of the DMP beyond simply buying media.
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Edited by Allison Boccamazzo