AudienceScience ‘Predict’ creates major boost in audience size for digital advertising

Digital marketing technology company AudienceScience® is launching its audience data modelling product, Gateway DATA Predict (Predict), in Europe and APAC.

Originally available only in North America and Germany, Predict provides advertisers with a sophisticated and effective means to increase the size of audience segments and to identify new high value customers even when audience data sets are sparse.

Publishers can also use Predict to offer expanded audience segments to advertisers, increasing publisher revenue by creating incremental scale.

Mark Connolly, Managing Director EU & APAC at AudienceScience, comments, “Both advertisers and publishers need to create sufficient audience numbers with their targeting in order to be effective. Gateway DATA Predict makes it simple and secure to find new high-value consumers and to scale even the most narrowly-targeted digital advertising campaigns.”

Predict uses a sophisticated data modelling process across an advertiser’s own audience data, including web browsing behaviour, audience interests, and demographics. Additionally, advertisers can use survey results, CRM data or other data sources to find and define high quality audience segments.

Having created a bespoke audience profile, Predict then enables the advertiser to accurately target ‘lookalikes’, expanding targeted audience reach without the need to acquire additional audience data.

Find lookalikes

Similarly, publishers can use bespoke Predict profiles to find lookalikes to advertisers’ customers across the whole of their premium inventory, providing a sophisticated level of targeting and driving ROI for their advertiser partners.

Unlike other digital audience modelling methods, Predict protects an advertiser’s and publisher’s audience data from being trawled by competitors by modelling data securely within their own proprietary data set. Predict also provides full transparency and total control over model outputs, allowing users to define the balance between audience segment quality and segment scale.