DataXu Announces OneView

Aug 03, 2017

DataXu, a provider of programmatic marketing technology solutions, announced a new way for brands and agencies to increase ROI on first party data used in Walled Garden media environments: the OneView data activation platform. With OneView, the company says, marketers can increase the scale and addressability of their first party data, syndicate the results to a range of third party platforms, and garner lower average media prices at the same time.

In a recent example, independent agency Duncan Channon wanted to take advantage of the robust first party data captured by its existing digital efforts. But while many social networks such as Facebook and Instagram let customers load first party data into their network for targeting, these platforms offer little control, choice or transparency in terms of how the data can be modeled or used to buy media.

Rather than be limited by the targeting choices of each social platform, Duncan Channon turned to OneView to enrich, amplify and activate its cookie-based data into other types of identifiers with the goal of syndicating the results to Facebook and Instagram. Duncan Channon compared media performance achieved with the OneView-enhanced audience versus the social platforms’ native offerings and reported:

  • 3x increase in Duncan Channon’s total addressable audience size
  • 364% more unique Instagram users targeted by the OneView audience
  • 44% more efficient CPMs on Facebook generated by the OneView audience
  • 2x to 5.5x better overall efficiency on a cost-per-unique-user basis, as measured by Instagram and Facebook respectively