• by Tobi Elkin , Staff Writer @tobielkin, March 31, 2016

Xaxis is one of the largest programmatic media and audience platforms, so when it announces a new development, the industry takes note.

On Wednesday, comScore released the results of a global validation study that found Xaxis' Turbine data management platform outperformed its benchmark in accurately predicting consumer purchase intent and interests across its proprietary real-time audience segments. That means Xaxis scored something like the Good Housekeeping seal of approval in earning the verification by comScore designation.

It also means that Xaxis audience segments have been evaluated for accuracy. Turbine's audience data has been validated against the 1.9 trillion interactions observed by comScore's global monthly census. The results are significant because they aptly underscore Xaxis' understanding of consumer intent signals, and its ability to decipher complicated in-market purchase signals to increase engagement throughout the consumer journey.

The validation is reassuring for media buyers looking for more transparency and independent verification,  Xaxis and comScore plan to work together on an ongoing basis to continue to verify the veracity and performance characteristics of Xaxis’ Turbine audiences.  

It's worth noting that the comScore validation adds an additional layer of value to Turbine’s proprietary audience segments, ensuring they reach the intended targets across all addressable media including mobile, display, social, online video, connected TV, Internet radio and digital out of home.

“ComScore’s findings validate our proprietary methods of modeling, scoring and refreshing audience segments in real-time.  As we continue to innovate in data science, our ongoing partnership will bring an extra level of rigor to our overall testing and R&D efforts," stated Jon Whitticom, VP of data and audiences at Xaxis.

Further underscoring the significance of the validation: “One of the greatest opportunities for digital advertisers is to reach their audiences with extreme accuracy and deliver customized messages to both their current and potential customers,” stated Gian Fulgoni, co-founder and chairman emeritus at comScore. “Xaxis is to be commended for its willingness to test their targeting accuracy level. By validating its audience segments against comScore’s independent third-party data, Xaxis is giving its clients greater confidence that they do indeed reach their desired audiences through accurate targeting capabilities.”