AudienceScience, the maker of
AudienceScience Helios, the advertising automation software global brands use
to plan, activate, and analyse addressable media, has announced that it has
expanded its industry-leading cross-device targeting and measurement capabilities
through a direct integration with Screen6, the global leader in cross-device
identity management.
The
partnership increases the accuracy of the tools, functionality and controls
brand advertisers need to run addressable media campaigns, at global scale,
within today's increasingly fragmented media and device landscape. Advertisers
using AudienceScience Helios can now leverage Screen6's unique audience graph
capabilities to comprehensively measure the reach and frequency of their
addressable media, gain insights into cross-device conversion attribution,
target at scale, and frequency cap across channels, all in a privacy-compliant
manner.
"Advertisers
are eager to reach audiences via new devices and channels, and doing so
requires technology that keeps pace with media consumption trends," said
Tim Barnes, Chief Product Officer of AudienceScience (pictured). "AudienceScience's
cross-device targeting solution allows brands to use all of their available
data to find a known audience, no matter where they are. Now, through the
integration with Screen6, brands can achieve even greater accuracy when it
comes to reaching their target audience and minimising waste, all while better
understanding their campaign results."
"AudienceScience
has built marketing automation software to meet the needs of the world's
largest advertisers," said Keith Petri, Chief Strategy Officer of Screen6.
"Their platform allows brand clients to build unique audiences based on
their first party data, which makes them a natural fit for Screen6's method of
building a unique audience graph for each individual client."
Advertisers
can now access Screen6 through the ASci Signature product, AudienceScience's
cross-device targeting solution. The integration of Screen6 data allows
advertisers to leverage:
Cross-Device
Attribution
As budget shifts from
desktop to mobile, marketers need to understand how their messages lead to
consumer conversions. Screen6's technology allows AudienceScience to report on
the full consumer path-to-purchase and how each impression affected the decision
process. This allows brands to directly incorporate campaign data from all
channels, properly optimize their campaigns and achieve an optimal media mix.
Dynamic
Sequential Messaging
Global brands use
AudienceScience to deliver addressable media in a targeted sequence. Screen6
further helps advertisers to deliver these sequences across devices, exposing
consumers to messages as the consumer moves from desktop to mobile to connected
TV.
Frequency
Capping Across Devices
Controlling the
frequency of messages has historically been limited to a single device, but
brands now have more control over their interactions with consumers across
devices, thanks to AudienceScience and Screen6's combined capabilities.