Former Google director launches “Consumer Prediction Platform” for more relevant ad reach

Oct 4, 2017 | Online advertising

1plusX has launched- a new data management platform developed by two ex-Google directors that predicts consumers' characteristics and interests.

The platform is designed to help brands and publishers increase the significant scale and relevant reach of digital marketing and content campaigns.

1plusX – which opens its first office in the UK in October 2017 and has already been deployed in Germany and Switzerland – is proving to deliver revenue increase to agencies of up to 10 per cent. One very large European media house recently grew its reach by 430 per cent and improved the quality of its user targeting by 32 per cent.

Using artificial intelligence (AI) and machine learning algorithms 1plusX identifies previously unknown consumers whose characteristics and personal preferences are a match to what brands and publishers can offer.

The firm claims that this increases the relevant reach and significant scale of advertising and content campaigns, slashing the cost of wasted ad impressions, and improving the consumer experience by providing them with extremely relevant content and ads.

1plusX also enables easier combining of available “deterministic data”. Deterministic data includes brands own (“first party”) data, publishers’ (“second party”) data, behavioural targeting companies’ (“third party”) data, search string data, users’ location data and many more data points.

The system can also integrate publishers’ semantic data, enabling contextually relevant ad and content campaigns. Such campaigns can target users with information that’s relevant to the editorial content they are consuming, ensuring it is the most personally appropriate digital environment and time to communicate with each relevant consumer.

The new UK managing director of 1plusX, Fiona Salmon, said, “At best, brands and publishers are using “deterministic data” – that’s the stuff they’ve gleaned from their customer relationship management system, or panel data of behaviours, characteristics and interests from specialised third-party data providers. However, deterministic data only tells them about consumers that are already known to them.

What’s more, combining data sets into meaningful hyper-targeted campaigns which achieve commercially viable scale whilst retaining relevance to consumers has been the bane of many marketing technologies. 1plusX’s ability to easily composite deterministic and semantic data into meaningful defined audiences will be an incredible utility for the UK media and marketing industry.

“Yet 1plusX goes far beyond solving the data compositing problem. The platform’s artificial intelligence and machine learning algorithms generate “probabilistic data” which makes incredibly accurate predictions of consumers’ characteristics and personal preferences whilst maintaining users’ anonymity. This data enables ad and content campaigns at vast scale without compromising on relevance to consumers – which is a huge challenge for programmatic ad systems. In fact 1plusX can find entirely new but interested consumers of whom brands and publishers were previously totally unaware.”

“Fiona Salmon has a strong track record of pioneering new targeting technologies within the digital media and marketing industries. She brings substantial experience and expertise in semantic and contextual targeting, and will be a crucial advocate for its application within our portfolio of services. Fiona is trusted by many publishers and brands in the UK and around the world to work in partnership to develop relationships with consumers, and so is the right choice to lead 1plusX into the UK,” said Dr. Ju¨rgen Galler, CEO of 1plusX.

More information on the platform is at www.1plusX.com.

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