|[June 12, 2014]
Xaxis Extends Lead in Programmatic Space with Debut of Next Generation Data Management Platform, Turbine
NEW YORK --(Business Wire)--
Xaxis, the world's largest programmatic media and technology company,
announced today the launch of Turbine, a proprietary new data management
platform (DMP) that brings unprecedented accuracy and performance to
global advertisers' digital campaigns. Built around a unique streaming
data engine, Turbine is the industry's first and only DMP that creates
proprietary and anonymous audience segments in real-time then actions
these segments across premium inventory along all digital channels.
Developed with a Xaxis investment of more than 25MM USD, Turbine
represents a fundamental shift in DMP architecture, taking audience
segmentation from a two-step process, where data is first stored and
then analyzed, to an always-on analysis of raw, anonymous audience data
streams. For advertisers, these constantly updating and optimizing
audience segments delivered by Turbine's Audience (News - Alert) Creation Engine (ACE)
mean that new opportunities can be identified and acted upon in minutes
not hours. Equally important, with Turbine's proprietary audiences,
advertisers are not limited to building strategies around the same 3rd
party audience data sets in use by everyone else.
"Xaxis has a rich history of building proprietary data technology,
beginning with our introduction of the industry's first DMP," said Mark
Grether, global COO of Xaxis. "Turbine represets the next step in our
ongoing evolution, enabling our clients to extract more meaning more
quickly from the massive amounts of anonymous big data being generated
on a moment by moment basis. In a recent UK study, Xaxis data drove at
least a 50% reduction in cost per acquisition versus 3rd
Turbine's stream processing engine continually responds to changes in
behavior patterns inferred from more than 2 trillion anonymous data
points to reach better decisions more quickly. This stream processing
architecture also accelerates Turbine's audience intelligence as data
volumes increase. Using proprietary predictive modelling algorithms,
machine learning and advanced semantic technology, Turbine automatically
determines what audiences to create, in which context, in order to
target and optimally meet the needs of each campaign.
"Audience segments are remarkably fluid, with relevance evolving in real
time based upon a multitude of continually changing factors," said
Richard Lloyd, vice president, Platform at Xaxis. "Turbine is the
industry's first solution to bring a real time element to the audience
creation process, providing clients with an unmatched advantage for
maximizing the performance of their programmatic campaigns."
Turbine is fully integrated with the Xaxis execution platforms, which
provide first look or exclusive access to the industry's largest
worldwide portfolio of premium, brand-safe inventory across display,
online video, mobile, social, Internet radio and digital-out-of-home
channels. Not only can advertisers better identify the best audiences,
they can reach them wherever they access media and on premium inventory
available exclusively through Xaxis.
Xaxis is a global digital media platform that programmatically connects
advertisers and publishers to audiences across all addressable channels.
Xaxis combines proprietary technology, unique data assets and exclusive
media relationships with the brightest team of audience analysts, data
scientists and software engineers. Advertisers working with Xaxis
achieve higher ROI from digital marketing campaigns. Publishers deliver
relevant content and advertising to new and valuable audiences. Xaxis
works with over 2,700 clients across 32 markets in North America,
Europe, Asia Pacific and Latin America. For more information, visit www.xaxis.com.
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