SOURCE: Datran Media

Datran Media

April 06, 2011 12:00 ET

Aperture Launches Audience Mapping™ for Publishers, a Tool That Helps Media Sellers Provide Advertisers With the Insights Needed to Reach Target Audiences at Scale and Inform Smarter Media Plans

ChaCha, Digital Broadcasting Group and Martini Media Network React Favorably to the Tool's Privacy Advantages and Report Positive Response and Increased Investment From Advertising Partners

NEW YORK, NY--(Marketwire - April 6, 2011) - Datran Media's Aperture, the Audience Standard™ for digital measurement, today announced the release of Audience Mapping for Publishers, a new targeting and planning tool that it has added to its platform. Several of Aperture's publishing clients, including ChaCha®, Digital Broadcasting Group and Martini Media, participated in launch. Participants cite the tool's ability to help them offer advertisers with certified target audience reach at scale and access to new audience intelligence that advertisers can apply to inform media plans as its two core benefits.

Each of the companies that participated in the Audience Mapping for Publishers launch responded positively with insightful recommendations that were incorporated into the tool's release. In addition to expanded reach and intelligence, the publishers also highlighted the accuracy and efficiency of Aperture's verified, site-specific audience targeting methodology as attractive. Audience Mapping also has a privacy advantage over other targeting platforms. Unlike other marketplace offerings, the Audience Mapping model does not target individual identifiers such as cookies or device IDs. It targets pages and placements based on a continually updated aggregated analysis of the users.

"Before we began using Aperture and features like Audience Mapping, our advertising partners relied on measurement solutions that provided aggregate views, which often under-indexed target audiences," said Shawn Schwegman, CMO for ChaCha, a top-100 publisher that receives over 32 million unique visits across its network per month. "However, Audience Mapping allows us to see with much greater detail who our audience is and where they live on our site, thereby allowing us to better help our partners connect with their precise audiences. With it, we can determine the location of other verified audience 'hot spots' across our site. As they are able to hit their target audience at, this has dramatically increased response rates for our brands and their agency partners." 

Schwegman went on to say, "In one example of how we've leveraged the remarkable advantages of the Aperture tools, one of our partners, a major entertainment studio marketing one of this year's strongest grossing films, reported an increase of more than 300 percent in performance. Plus, post-campaign, ChaCha polled ticket buyers on where they had heard about the film. Nearly 70 percent indicated they had seen the ad for it on ChaCha."

In addition to the targeting benefits Audience Mapping provides, Aperture has bundled its robust, verified audience measurement reports into the tool. This allows publishers to provide advertisers with access to actionable audience analytics that can be applied to fuel more effective media plans.

According to Skip Brand, CEO for Martini Media Network, "The rich audience measurement analytics that Aperture provides in conjunction with its Audience Mapping tool are an enormous value-add, particularly for a company like ours that works with the world's most coveted luxury brand advertisers. The differences between affluent households in Miami in market for a luxury vehicle and affluent households in New York in the market for the same can be great. Aperture provides us with the insight we need to help our advertising partners plan the most effective campaigns. Essentially, it allows us to help brands listen and respond to their coveted and unique audiences."

Digital Broadcasting Group EVP of Strategic Planning and Business Development, Damon Bethel, added, "The additional actionable audience insight that Aperture's new mapping tool provides us is core to the value we deliver to agency partners that depend on us to increase target consumer engagement and interaction with their video content."

"We applaud ChaCha, Digital Broadcasting Group and Martini Media Network for going the extra mile for their advertising clients by participating in the Audience Mapping for Publishers launch," said Michael Hannon, general manager for Aperture. "With tens of millions of individuals visiting sites across the Internet each month, it is essential that the publishers committed to providing their advertising partners with the most value make achieving targeted audience reach at scale easy, affordable and more intelligent. Our partners are doing that and much more." 

Aperture expects to release its next version of Audience Mapping for Advertising Exchanges in the near future. The release will allow the many advertising exchanges that already employ Aperture tools like Audience Mapping to further automate advertisers' targeting and media planning capabilities. The release is being informed by current users.

For more information about Audience Mapping™, please contact Michael Hannon at

About Aperture
Aperture is Datran Media's award-winning, real-time audience measurement and targeting platform that helps digital marketers and publishers accurately identify and engage their ideal audience. Backed by verified household-level data, the Aperture solution is rapidly becoming The Audience Standard™ for marketers, providing unparalleled consumer insights that help guide smarter business decisions. The world's leading advertisers, agencies and media companies rely on Aperture to successfully reach consumers across the web with the messages that matter most.

About ChaCha
ChaCha is the leading free, real-time answers service and has emerged as the #1 way for advertisers to engage with the audience of their choice. Through its unique "ask-a-smart-friend" platform, ChaCha has answered more than a billion questions since launch from more than 32 million unique users per month via online (, mobile (text 242-242), Twitter (@chacha), Facebook app, iPhone app, Android app and voice (1-800-2-ChaCha™). Working with major brands such as Paramount, AT&T, Palm, Johnson & Johnson, P&G, Coca-Cola, McDonald's and hundreds of others, ChaCha is one of the fastest growing mobile publishers according to Nielsen and is ranked in the Top 100 websites according to comScore and Quantcast. ChaCha was co-founded by proven innovator and entrepreneur Scott Jones and is funded by VantagePoint Venture Partners; Rho Ventures; Qualcomm; Bezos Expeditions; Morton Meyerson, former President and Vice Chairman of EDS as well as Chairman and CEO of Perot Systems; Rod Canion, founding CEO of Compaq Computer; the Simon family; and Jack Gill, Silicon Valley venture capitalist.

About Digital Broadcasting Group
Digital Broadcasting Group distributes video inventory through the DBG Video Network and produces original online programming. A comScore rated top 10 video network comprised of 126 million monthly unique visitors, the DBG Video Network distributes advertisers' pre-roll inventory as well as other longer form video content across the 2,600 sites and properties that are within the network. DBG's Emmy Award winning in-house production team produces original programming that aligns with a brand's communication goals. DBG has recently worked with clients such as Walmart, Kimberly Clark, Unilever, TransUnion, Lionsgate, the U.S. Air Force, Moen and Diet Coke to create and distribute branded entertainment content. The company was founded in 2007 and has offices in New York, Chicago, Dallas and Los Angeles. Chris Young, founder of Klipmart, formed DBG with Emmy Award winning writers and producers Joseph Gomes and Gregg Backer.

About Martini Media
Martini Media is the digital media platform for reaching American consumers with household incomes over $100,000: 25% of the Internet population with 70% of the spending power. Martini operates a publisher network of 1,000 lifestyle and business sites where this audience is most engaged. For publishers, Martini provides revenue support across banner, video, mobile, email, social, local and data solutions. For more than 300 premium, luxury, and B2B advertisers, Martini leverages proprietary audience data and provides a variety of custom programs and rich media solutions to meet both direct response and branding needs. Martini was founded in late 2008 and is funded by Venrock, Reed Elsevier Ventures and Granite Ventures, along with a number of prominent angel investors.

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