New Features Include Customer Lifecycle Management and Brand Impact on 300 Billion Daily Advertising Events
New York–April 20, 2011–AudienceScience®, a global online advertising technology company and leader of the rapidly growing Data Management Platform (DMP) category, today announced it has added new customer lifecycle management and brand impact features to the AudienceScience® Gateway. Since its general availability in 2003, the AudienceScience development team, led by CTO Basem Nayfeh, has frequently updated the Gateway DMP based on market demand and client feedback. The latest version provides a greater ability to collect and aggregate huge volumes of data from disparate sources, while maintaining stringent privacy standards. Continuous data collection now gives the Gateway DMP access to 300+ billion events taking place online on any given day. For the company’s 1,800 advertising and publishing partners, this milestone represents the highest level of ability to effectively target ad campaigns over a longer period of time, and to better understand and relate to their online audiences.
"The AudienceScience Gateway DMP now allows advertisers to plan for complete campaign optimization," says Jeff Hirsch, president and CEO of AudienceScience. "This optimization gives our partners their own chance to lead in digital marketing. Our advertisers can pull customers into the sales funnel then continually reach them with different messaging as they move further down the funnel over time."
New Campaign Lifecycle Features in Strong Demand
The new version of the Gateway also enables greater brand impact as it serves ads throughout the entire campaign lifecycle through highly customizable settings. Ad campaigns can be optimized for not only generating short-term leads and driving purchase intent at the start of the campaign, they can also be changed to address the post-purchase customer and even the customer segments that might consider a purchase later in the campaign cycle. For example, a production company releasing a movie can build an audience through a microsite, and then use the AudienceScience Gateway to reach them three months later when the DVD is released. This capability allows for deeper engagement and less waste when executing for the longer term.
“In the B2B space, the bigger the purchase price of a product or service, the longer the consideration and preference building window,” said Chris Hulse, founder and CEO of Inflection Point Media. “Using AudienceScience’s leading data management platform, the AudienceScience Gateway, we have the ability to put the right message in front of the right audience at the right phase and time in the buying cycle, which is crucial.”
This new functionality meets AudienceScience’s stringent privacy policies, securing its data by ensuring that there is adherence to the strictest data practices and principles. AudienceScience’s decade-long foundation of experience, insight and innovation as the originator of audience targeting and custom segment creation counts 17 patents and another 44 patents currently pending. The AudienceScience Gateway improvement underscores its commitment to constantly enhancing its technology to better serve the advertising and publishing partners utilizing their tools and offerings.