DataXu launches three-screen ad placement platform

Share this article:

Digital ad exchange DataXu launched a platform September 21 that operates across mobile, video and online.

The platform, DX2, measures and buys ad placements across the three display channels on a real-time, impression-by-impression basis.

“The benefit for direct marketers is they have a tool to automate online performance advertising across mobile, video and display ads,” said Mike Baker, CEO of DataXu.

Baker said “ad optimization” is a critical part of the platform, in that marketers can tell it how much conversion they want, for example. Marketers can also use DX2 for multichannel campaign management. Mobile and video beta programs will run through the fourth quarter of 2010.

Clients can also use the tool to measure campaign impact in areas such as awareness, favorability and purchase intent.

“The benefits of the new platform for our team include ease of use in campaign setup and management, interesting and actionable insights that we think have application beyond digital channels, and most importantly, the inclusion of mobile and video inventory,” said Adam Cahill, EVP and co-media director at Hill Holiday, an ad agency.

Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.