News Byte: MediaCrossing Partners with ASL Marketing on Youth Marketing Tool
MediaCrossing announced the company has partnered with youth market database company ASL Marketing to create a tool designed to enable marketers to target high school and college-age consumers along with young adults and parents. “Combining deep insights of [traditional] direct marketing with digital media trading creates an opportunity to reach customers with extremely specific targeting,” says Bill Lederer, chairman and CEO of MediaCrossing.
MediaCrossing, which connects buyers and sellers of digital ad inventory, says the new MX Platform is a tool that combines data about young consumers to develop a master file that includes information as detailed as career intent or class year. MX Platform then uses that information to give marketers insight into a highly desirable, lucrative, youthful market. “It takes student data and matches it to online shoppers and Web users so that marketers can target relevant display ads,” says Andy Belth, president of ASL Marketing. That insight, he adds, allows marketers to build multichannel campaigns, which can include display ads along with video, social, and mobile platforms. “With this partnership, our ability can go beyond direct marketing with postal mail and email. We can now enable marketers to reach the youth audience on the Web.”
MX Platform pulls from a database of more 175 million young consumers and their parents.