Social Matures To Support Ad Targeting
Could social data become the next media moving ad targeting forward? Aditive, which supplies social data, recently became a launch partner for Acxiom, an enterprise data, analytics and software-as-a-service company to provide apps for new Audience Operating System (AOS) from Acxiom.
Aditive customers gain access to Acxiom’s first-party online and offline consumer data.
Acxiom customers gain access to Aditive's social data, insights and the ability to further personalize advertisements. The Acxiom-Aditive partnership gives brands a broader view into customer
attributes and into attitudes and actions gleaned from social media opt-ins, sharing and other interactions.
Todd Parsons, founder and CEO of Aditive, said the partnership is the company's first with a data company. Previously, Aditive provided the data only to brands. "The next wave of marketing will become more personal, invitation only," he said. "The information we collect on behalf of L'Oreal, for example, we don't share with other networks or parties because it's private data."
Parsons said the AOS platform is important because marketers can use the opt-in data, make it anonymous, and create audience segments.
Acxiom insists it wants to bring transparency to what it does. So it's worth noting the company's Web site, aboutthedata.com. It not only aims to teach consumers what the data says about them and how it's used, but also lets consumer edit some data about them that Acxiom holds. But not without first asking them to give up their full name, address, city, state and more, such as the last four digits of their social security number and email address.
Adometry, AdSlot, CrowdTwist, IDInteract, Integrate, Martini Media and MediaMath are some of the other AOS partners introducing apps.