November 18, 2010 09:30 ET

DataXu MarketPulse: The Most Valuable Data for Real Time Bidding: The "Brand Genome"

BOSTON, MA--(Marketwire - November 18, 2010) - DataXu (, the leading media management platform for digital advertisers, today released its monthly MarketPulse research report that explores the data that defines today's digital advertising marketplace. This month's report examines Brand Genomes and the performance impact of custom campaign models versus one-size-fits-all content and audience channels. 

All past issues of the MarketPulse are available at:

DataXu MarketPulse: The Most Valuable Data for Real Time Bidding: The "Brand Genome"

Brands make enormous investments to develop differentiation that drives success in the marketplace. However, when buying digital advertising, that differentiation is often lost through a generic media plan. One-size-fits-all content and audience channels that target "soccer moms" or "auto intenders" fail to address the unique traits of a brand and its consumers. The loss of uniqueness is compounded when ad networks reuse campaign data across competitors.

In contrast, the world of real time bidding has evolved beyond predetermined channels, producing a new set of insights that make it possible to create an advertiser's own unique "Brand Genome." Using impression-level decisioning across multiple targeting parameters, an advertiser can for the first time build a data model that defines exactly how consumers behave in relation to a specific campaign. Deciding who, what, where, and when -- ads are placed based on where they are proven to drive performance; enabling advertisers to discover new prospects they didn't know existed.

To demonstrate just how unique each Brand Genome is, DataXu's Advanced Analytics Group applied different campaign strategies to three leading automotive brands and compared the conversion success rates.

From left to right, the columns on the bar graph show the performance of running Brand A's campaign using a run of network buy, an audience buy, a buy modeled on competitive B and C genomes, and finally, a model based on Brand A's own genome. The advertiser's own brand genome campaign drove conversion rates 2-3X higher than traditional campaign strategies. Interestingly, using competitive genomes did little to increase conversions, further validating the need to develop unique media strategies to drive optimal campaign performance. 

"Ad networks represent sellers, and their targeting categories are designed to maximize their own revenues and increase publisher yields," said Sandro Catanzaro, VP Analytics, DataXu. "A sophisticated DSP works on behalf of the buyer and delivers not only better value, but insights that drive competitive advantage."

At DataXu, we believe that your brand's uniqueness is the secret sauce to driving your success. The benefits of building a campaign around your own unique data and preserving the intelligence for your own use will help an advertiser effectively acquire new customers and grow faster than the competition.

About DataXu

DataXu provides the leading real-time media management platform for digital advertising campaigns across online, mobile and video channels. With a transformative approach to digital advertising -- combining automated media buying, optimization and analytics -- DataXu helps brands and their agencies use dynamic ad decisioning intelligence for the highest media effectiveness, better operational efficiencies and unique consumer insights. DataXu's executive team unites leading executives in digital media with MIT technologists. DataXu is headquartered in Boston, Massachusetts, and is backed by Atlas Venture, Flybridge Capital Partners and Menlo Ventures. For more information, visit or follow us on Twitter at @dataxuinc.

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