X+1 Adds 'Smart Tagging' To Targeting Platform

by Mark Walsh, Mar 18, 2010, 7:00 AM

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In the latest upgrade to its audience targeting platform, x+1 has added a feature designed to streamline the process of tagging multiple Web pages and types of media by employing a universal piece of code across all digital formats.

Unlike traditional ad-tagging methods -- which may entail offline development and installation by IT staff for each page -- x+1's new Smart Tagging System included in its platform will apply a uniform tag across Web sites, landing pages, online display ads and e-mail, promising to reduce costs and boost campaign performance.

The code for Smart Tags is generated automatically when a campaign is created through the company's solution, allowing users to place tags via the dashboard. The new tagging system pulls in anonymous visitor data on the fly including IP address, demographic information, prior sites and Web pages viewed and other tracking information funneled into x+1's POE optimization engine.

The new tagging technology is also intended to help advertisers and agencies control various aspects of a campaign through a single system. "Because the platform is two-way, data coming in from the Smart Tagging System can also push real-time content and offer-decisioning out," said Greg Pier, vice president of product development for [x+1], which unveiled its updated offering Thursday at its NexTargeting Summit in New York. "If someone's on your site, the system will serve up a personalized experience that includes the right offer at the right time."

That means if someone is on a Web site, for example, a message could be delivered in the form of a display ad. Or if looking at email, it could come as an offer in their in-box. Other benefits of the new tagging feature include the ability to help tailor messages or promotions to different audience segments like in-market shoppers or existing customers. It also allows for importing customer data or third-party audience data from companies such as TargusInfo, Datalogix, and eXelate for more refined targeting.

On top of that, x+1 promises that a Smart Tag will not have to be changed even if page content changes, because metadata related to a tag can be changed through the dashboard without having to turn to IT help.

Some x+1 clients are already using its universal tags, but the company declined to name any at launch. Major brands that use the company's platform, however, include Delta Air Lines, Allstate, American Express and HSBC. Its technology also powers demand-side trading desks at agencies owned by the top four holding companies.

Most recently, x+1 introduced a new application dubbed Open Data Bridge that integrates both online and offline data from providers including demo stats form Targus and eXelate, lifestyle segmentation from BlueKai and contextual data from AdSafe.

While the FTC has been scrutinizing online privacy more closely and lawmakers discuss new legislation, the increasingly common practice of combining offline and online information to hone audience targeting has received little attention lately from policymakers.

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0 comments on "X+1 Adds 'Smart Tagging' To Targeting Platform".

1. Christopher Brinkworth from TagMan
   

   commented on: March 18, 2010 at 8:35 a.m.

   This is great news. New tagging systems make it clearer for the need in our industry. Something we've known for years as a Vendor Agnostic 'one tag' or universal system, at www.Tagman.com. TagMan have some great Case Studies on the money wasted through NOT using a 'universal' system - and the 'latency' each pixel adds to your site.

   The challenge today, is that every kid with a start up now owns a pixel or some tag hack that will do ‘x y z’ across DSP/SEM ABC. Many more are coming.

   TagMan's next 'no pixel' or 'server side' system will help tidy this up, but the key point that we hope businesses take away from all these articles on new fixes on tagging solutions, is that “Data Hygiene” is imperative in this era. Many of the privacy focused organizations that we speak to, would also say same.
   
   If a business cannot show, at any one time “Where each tag/pixel is running, what it is collecting and WHO OWNS that tag”; they are playing with fire. From a monetary perspective and privacy also.

   EG: Did a rogue trader (or worse… your competitor), buy, or have an interest in a business that has a tag running on your site? What is that company then doing with that data.

   Sadly, all the Tag Management tools popping up like rabbits, are not all that different in regards to this ownership challenge; So you need to really do your due diligence here too and great to see people like X+1 starting in this area. Do you really want your publisher or Marketing Services agency owning 100% responsibility of your marketing tags/data and the ability to marry that data to use elsewhere among other clients?

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