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.