Real-Time Data Layer Updates Audience Segments On The Fly

Qubit released a feature in its platform that creates a  layer of data to target advertisements to consumers in real time as they make choices on a retailer's Web site. Each choice becomes a clue to the  consumer's intent to purchase.

The technology, Adaptive Targeting, uses the signals to serve the consumer a variety of information while on a Web site, such as pictures of marathon runners or professional bicyclists. Each time the site visitor clicks on another image or product line item it provides another piece of targeting data.

Adaptive Targeting work in tandem with Visitor Cloud Data Exchange (VCDX), another Qubit platform that pulls real-time event data from a variety of places such as the Web site, applications, email and other services.

Underwear brand Jockey is among the Qubit clients using the platform.

Chain Reaction Cycles, based in Ireland, began working with Qubit in early 2015. As one of the world's largest online bike stores, the retailer has a lot of factors to consider for each consumer that comes to the site, such as whether they're looking for a mountain bike, BMX or race wear, and whether they are expert or beginner cyclists. 



"We're eliminating the way people think about how their customers interact with the brands," said Graham Cooke, CEO and founder of Qubit. "The customer isn't thinking 'oh, I'm on a mobile phone' or 'I'm on the Web, rather than an app.'"

The platform upgrade represents Qubit’s first move since Goldman Sachs led on the company’s $40 million Series C in February. Accel, Salesforce Ventures and Sapphire Ventures also participated in the fundraising.

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