DataXu launches three-screen ad placement platform

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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.

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