Mumbai: Xaxis, the world’s largest programmatic audience company, announced today the results of a comScore global validation study, which verified the predictive accuracy of Xaxis’ data management platform (DMP), Turbine. comScore found Turbine outperforms the comScore benchmark in accurately predicting consumer purchase intent and interests across its proprietary, real-time audience segments.
The result highlights Xaxis’ understanding of consumer intent and the company’s ability to decipher complex in-market purchase signals to increase engagement throughout the consumer journey. Xaxis and comScore plan to work on an ongoing basis, to continue verifying the accuracy and performance of Xaxis’ Turbine audiences.
In the study, comScore assessed Xaxis’ segments for accuracy by validating Turbine’s audience data against the 1.9 trillion interactions observed by comScore’s global monthly census. The comScore validation adds an additional layer of accountability to Turbine’s proprietary audience segments, demonstrating that they deliver to the intended targets across addressable media including mobile, display, social, online video, connected TV, Internet radio and digital out-of-home.
“comScore’s validation of Xaxis’ Turbine data management platform (DMP) demonstrates the quality of the audiences Xaxis brings to the market,” said Arshan Saha, Vice President of Xaxis South and South East Asia. “With this audit, our clients can feel more confident in their campaigns when partnering with Xaxis due to Xaxis’ ability to understand consumer interest and intent.”
“For digital advertisers, personalization and the ability to deliver customized messages to the right audiences across all of their devices is critical,” said Atique Kazi, Director at Xaxis India. “The comScore validation demonstrates the predictive capability of our audience segments, which is crucial in ensuring that advertisers are connecting with consumers who are truly receptive to their messages.”
Xaxis’ Turbine DMP responds to changes in behavioral patterns inferred from aggregated data points to create proprietary audience segments that can be actioned across addressable media. Through Xaxis’ close relationships with the world’s largest media companies, Turbine offers clients unique insights into the behavior of their target audiences.