REDWOOD CITY, CA –February 1, 2012 – Turn today introduced an upgrade to its cloud-based Turn Audience Platform, which gives marketers the most complete picture of their customer segments. The Winter 2012 release provides better control over allocation of budget and the design of custom audience segments, as well as greater customer reach. “Akamai selected Turn Audience Platform because of its robust ability to process tremendous volumes of data in real-time,” said Scott German, senior director, operations and services, advertising decision solutions, Akamai Technologies. “Turn’s scale, transparency and accuracy have helped us leverage our own data – and the integration of our data with third parties – in order to reach target audiences more effectively.” Turn Audience Platform brings together a company’s own online and offline customer data with third-party data to help marketers discover, target and track the value of customers across multiple media channels and devices. Using the cross-channel capabilities of Turn Audience Platform, marketers can target customers with advertising messages at different stages of their decision-making process. New features in the Winter 2012 release include:
- Audience Extension Tool. Turn Audience Platform now includes an improved look-alike modeling algorithm for “extending” an audience – the action of identifying additional prospects with similar attributes and behaviors to those in an initial customer segment. Marketers can use Audience Extension to expand their potential customer reach across multiple media channels, such as display, video, or mobile. This improved tool now can access segmentation information from more than a dozen data partners.
- Multi-Channel Budget Allocation. The new Budget Allocator makes budget recommendations to marketers on how allocate their campaign budget across channels (display, mobile and video) and across media partners (demand-side platforms, ad networks, and direct publishers). This capability allows marketers to create customer segments who respond more favorably to certain media and channels, reducing the media planning process and maximizing media spends to those high-performing channels.
- Progressive Forecasting. Turn Audience Platform now includes “lost-bid” data from Turn’s media platform to improve the forecasting of campaign results to deliver greater accuracy when developing media plans. The addition of “lost bid” data provides 100 percent visibility into all available impressions, whether those impressions are won or not. Incorporating this information into Turn Audience Platform helps marketers make better decisions about reaching their customers across various media channels.
Marketers can use Turn Audience Platform to enrich their own customer information using pre-integrated AlwaysOn™ data from leading vendors, including Acxiom, Bizo, BlueKai, Brilig, Clearspring, Datalogix, Datonics, eXelate, IXI, Lotame, TARGUSinfo and V12 Group. Additionally, Turn Audience Platform enables marketers to purchase precisely targeted advertising inventory through compatible AudienceSync™ media providers (demand-side platforms, publishers and ad networks), including DataXu, Glam Media, Invite Media, Jumptap, Martini Media, MediaMath, Media6Degrees, as well as Turn Media Platform. “Today’s consumers are engaging with brands across a variety of devices and channels, generating siloed pockets of valuable information from those interactions. The Winter 2012 enhancements to Turn Audience Platform enable marketers to break down these silos and get a more complete picture of their customers across multiple media channels. Marketers can use real-time insights to build stronger, more profitable customer relationships,” said Bill Demas, president and chief executive officer, Turn. About Turn Turn has developed the digital advertising industry’s only integrated, end-to-end platforms for data and media management. Turn Audience Platform and Turn Media Platform are currently utilized to manage digital advertising campaigns for over eighty Fortune 200 brands. Turn’s global infrastructure, intuitive software and analytics, and open ecosystem for partners – all available in a real-time integrated environment – represent the future of digital advertising. Turn is headquartered in Silicon Valley, California, with additional offices in Amsterdam, Charlotte, Chicago, Dallas, London, Los Angeles, New York, and San Francisco.