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SYS-CON MEDIA Authors: Liz McMillan, Pat Romanski, William Schmarzo, Elizabeth White, Carmen Gonzalez

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Jivox Powers Data-Driven Dynamic Advertising With Release of New Cloud-Based Data Engine

Jivox, provider of the leading ad platform for personalized multi-screen advertising, today unveiled the Jivox IQ Data Engine that enables advertisers and agencies for the first time to automate the production, delivery and re-targeting of personalized, rich media ads to millions of potential customers. The Data Engine is a new component of the award-winning Jivox IQ Ad Platform that operates in real-time to process and match 1st and 3rd party source data, determining the optimal creative format and messaging for each ad consumer and ensuring that data-driven dynamic creative ads are delivered at every impression.

Through the Jivox IQ Data Engine API, advertisers and agencies can access vast amounts of data segments and user data available via industry leading Data Management Platforms (DMPs) and integrate it with their own customer engagement data to more effectively create data-driven campaigns. In addition, the Jivox IQ Data Engine delivers another industry first: the ability to re-target users with sequential ads based on the users’ previous engagement data, in addition to cookies, giving advertisers the ability to more effectively incent customers throughout the purchase funnel.

“The digital advertising marketplace is rapidly being shaped by the availability of fine-grained demographic and user data on the one hand, and on the other the explosion of social media that allows advertisers to take the pulse of their audience in real-time and respond with appropriate brand and product messages,” said Diaz Nesamoney, founder and CEO of Jivox. “Our capacity to crunch vast amounts of 1st and 3rd party source data and use it to automate the production and dynamic serving of creative assets is unmatched in the industry and guarantees the relevance of every single ad impression on every single screen.”

Data-Driven Dynamic Creative

As programmatic media buying becomes more prevalent, marketers are looking for greater ROI on their advertising dollars by increasing the relevance of the ad content with micro-targeted messaging down to the individual. This messaging ensures higher user engagement and sales for the brand.

Data-driven dynamic creative advertising is an emerging capability in display advertising that addresses the demand for micro-targeted messaging by leveraging vast stores of customer, demographic and environmental data now available to intelligently personalize ads to an individual. These data empower advertisers and agencies to dynamically adjust product and brand messaging, product images, pricing and other content in the ad based on relevance to the user or market conditions. This creates a better experience for the user and enables the brand to get better ROI on advertising by ensuring their advertising is tailored to the user’s needs and real-time trends in the market.

A 2013 study from BlueKai found that 36 percent of marketers indicated at least a fifth of their marketing budgets were data-driven, versus only 11 percent the year prior. This 227 percent influx is attributed to marketers who are seeing positive results from data-driven initiatives, such as an increase in performance and engagement from each impression.

About the Jivox IQ Data Engine

The Jivox IQ Data Engine is an advanced analytical and algorithmic engine that utilizes several kinds of data to drive dynamic creative decisioning:

  • Big Data driven engagement analytics: Using the rich engagement data gathered by interactive ads, the Jivox Data Engine produces rich engagement analytics that can be used to tune messaging based on user intent.
  • 1st and 3rd party data: Using the Jivox Data Management Platform API (DAPI), user profile data can be used to tailor and customize creative to an individual user.
  • Re-targeting algorithms for sequential messaging: This recognizes purchase intent signals and automates re-targeting efforts for increased ROI.
  • Environmental data: Enhanced support for user data gathered from the users physical environment, including date, time, location and weather, and what device the user is on. This automates which creative is served to each individual user.

The Jivox Data Management API (DAPI)

The Jivox Data Engine supports a new set of APIs through which the Data Engine can be easily integrated with both 1st and 3rd party data sources.

“With several DMP platforms now available in the market and brands choosing DMP platforms based on their audience segments and data characteristics, it is becoming important for ad serving platforms like Jivox IQ to allow marketers to easily integrate their DMP data with their ads to allow for Data Driven Dynamic Creative,” continued Nesamoney.

DAPI consists of several key APIs:

     

1)

 

Real-time segment identification API. This mechanism queries the DMP platform in real-time while the ad is being served, to identify the data segment the user belongs to. Once the identification is done in real-time, the Data Engine can match the creative version to that user segment.

2)

Keyword based matching API. This mechanism enables search or social media trending keywords to be passed to the Jivox Data Engine. This, for example, allows a variant of an ad’s messaging to be served based on a user’s search term. When a query is sent to the DMP, the response should contain a list of relevant keywords to be matched for that user.

3)

Environmental data API. This API allows environmental variables such as weather, geo location, device, time, and ad seen previously (re-target) to be queried and used to match creative variations in the ad.

“We worked with Jivox for ad production and serving for our client. They not only helped our brand deliver our rich media on mobile and tablet devices but we truly felt that Jivox was invested in the success of these units," said Nikki Nelson, interactive producer at Crispin Porter + Bogusky.

About Jivox

Jivox enables the world’s top advertisers and agencies to deliver personalized advertising across all screens. Our flagship product, Jivox IQ, is the leading cloud-based rich media ad platform. Its unique technical architecture enables customers to develop and serve data-driven dynamic ads in a wide variety of formats, including mobile, interactive, expanding, video, native and much more. Several hundred media companies and agencies today use Jivox for their most demanding creative campaigns, including College Humor, Everyday Health, Federated Media, FUOR Digital, Havas, Hearst, Interactive One, Martini Media, Razorfish, Sun Times Media, Universal McCann, Videology and Wieden+Kennedy. Stop by our Ad Gallery at www.jivox.com to see our ads at work.

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