Xaxis Turbine outperforms benchmark for predictive accuracy: comScore

comScore, in its latest global validation study, has verified the predictive accuracy of Xaxis’ industry leading data management platform (DMP), Turbine. comScore found Turbine outperforms its benchmark in accurately predicting consumer purchase intent and interests across its proprietary, real-time audience segments.

The result highlights Xaxis’ understanding of consumer intent and ability to decipher complex in-market purchase signals to increase engagement throughout the consumer journey. Xaxis and comScore plan to work on an ongoing basis continually verifying the veracity and performance characteristics of Xaxis’ Turbine audiences.

In the study, comScore assessed Xaxis segments for accuracy by validating Turbine’s audience data against the 1.9 trillion interactions observed by comScore’s global monthly census. 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.

“Turbine provides Xaxis clients with a true understanding of a consumer’s position within their consumer lifecycle and enables brands to engage with audiences at precisely the right moment across devices,” said Jon Whitticom, VP of Data and Audiences at Xaxis. “comScore’s findings validate our proprietary methods of modelling, 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.”

“One of the greatest opportunities for digital advertisers is to reach their audiences with extreme accuracy and deliver customised messages to both their current and potential customers,” said 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.”

“The Xaxis advantage is in providing our clients with higher performing and more effective solutions,” said Brian Gleason, Global CEO of Xaxis. “We’re pleased by the results of the study, which has validated the accuracy of our segmentation around the globe, and look forward to working with comScore to continue to push our capabilities to new heights.”

Xaxis’ Turbine DMP continually responds to changes in behaviour patterns inferred from more than 1 trillion non-personally identifiable data points to create proprietary audience segments that can be actioned across all addressable media. Through Xaxis’ close relationships with the world’s largest media companies, Turbine ingests more audience data than any other DMP in the industry.

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