Jivox, a data-driven platform for personalized digital advertising, unveiled a strategic partnership and technology integration with AppNexus, a programmatic platform for buying and selling digital advertising. They have joined forces to deliver the industry’s most comprehensive personalized digital advertising solution through the seamless integration of Jivox’s dynamic creative platform with the AppNexus Programmable Bidder.
Retargeting, also known as remarketing, is a simple form of online advertising that allows brands to “follow” consumers after they’ve left a website to encourage their eventual purchase. With the integration of the AppNexus Programmable Bidder and Jivox dynamic creative platform, however, these functions have been connected. Today, the companies have unveiled a key new feature – Dynamic Audience Scoring – that enables this tie-in.
With Dynamic Audience Scoring, the Jivox IQ dynamic creative platform pinpoints and “scores” – within 10 milliseconds according to the company– the most qualified set of users based on a wide variety of data triggers, including activity on the brand’s site, third-party data, contextual signals (e.g., the weather at a user’s location) and their engagement with the brand’s advertising. Jivox applies sophisticated algorithms to score users of this data and can now push those valuations in real time to the AppNexus Programmable Bidder. The combination of Jivox IQ with the AppNexus Programmable Bidder enables media buying to be adjusted in real time to retarget these individuals with more relevant messaging, products, and offers reflective of the kind of engagement they had with the brand.
Dynamic Audience Scoring delivers significantly greater performance and ROI in campaigns by informing the media-bidding algorithms – in real time – of individuals and audiences that are outperforming others, essentially enabling the creation of new high-value audience clusters.
AppNexus is an internet technology company that enables and optimizes the real-time sale and purchase of digital advertising. Its real-time decisioning platform supports core products that enable publishers to maximize yield; and marketers and agencies to harness data and machine learning to deliver intelligent and customized campaigns. The AppNexus Programmable Bidder enables buyers of digital advertising to upload data directly to the AppNexus open platform, and test and refine algorithmic strategies to optimize campaign results.
The Dynamic Audience Scoring offering is available immediately.