Article by RealWire
Partnership enables brands to target UK digital campaigns based on real user behaviour and preferences
London, July 27th, 2011 - Collective, a full service provider of media and technology solutions for display and video advertising, is to expand its audience profiling services with the addition of opt-in consumer data from audience technology and data specialist, VisualDNA. The partnership will allow brands to target consumers with personalised, targeted advertising campaigns based on over 120 categories of their interests, tastes, preferences and intents.
VisualDNA identifies consumer audiences by combining patented image-based quizzes and behavioural tracking technology to deliver both online and offline insights. Collective has integrated VisualDNA's 20 million+ database of unique opt-in user profiles into its own AMP technology to allow them to match the specific audience groups across their premium publisher portfolio.
"Our partnership with VisualDNA is very important to us for a number of reasons. Firstly, their methodology gives us interesting attitudinal insights as well as more standard interests and preferences, which we use to enhance both targeting and creative messaging. They also help us to create scalable campaigns from industry compliant opt-in data," explained Steven Filler UK Managing Director of Collective.
"Our data will give Collective clients a unique window on the UK market, allowing them to target digital ads with new levels of precision," commented Chris Le May, Director at VisualDNA. "The result will be much greater levels of interaction, interest and conversion across campaigns, because we are carefully reflecting user interests and preferences at all times."
About CollectiveCollective helps brand advertisers connect and engage with target audiences across display, video and social media. Collective's industry expertise provides a strategic advantage to its clients by leveraging proprietary audience modeling, insights and ad effectiveness metrics. Our flagship products, Collective Display and Collective Video®, are powered by AMP®, our market-proven data and media management platform. Collective is headquartered in New York with offices in London, Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles and San Francisco. Collective's investors include Accel Partners®, Greycroft Partners and iNovia Capital. For more information, please visit http://uk.collective.com/
About VisualDNAVisualDNA is part of Imagini Europe Limited, an audience technology company, based in London and founded in September 2005. To date it has received around m in funding from NorthZone Ventures, Horizon Ventures, Atomico and eGarden Ventures. VisualDNA audience technology is a platform agnostic audience targeting solution, at the cutting edge of web personalisation.
For further information, visit http://www.visualdna.com