ENGINE Rolls Out Audience Product in Australia

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ENGINE Rolls Out Audience Product in Australia

March 10, 2022

Media and marketing services company ENGINE has rolled out its cookieless Attitude-Based Audience capability in Australia, enabling marketers to target online audiences in automotive, financial services, healthcare/pharmaceutical, lifestyle and technology.

Founded in 2005, ENGINE has its global headquarters in New York and sixteen offices in North America, Europe and APAC. Last week it was announced that UK consultancy Next Fifteen Communications had agreed to acquire the UK side of Engine for £77.5million. The rest of the group remains under the ownership of Lake Capital, which acquired it in 2014.

The Attitude-Based Audience product is already offered in the United States, but this launch marks its first availability in Asia Pacific. Audiences can be activated through the exclusive end-to-end ENGINE Media Exchange (EMX) program; and where existing sets don’t match a client’s needs, bespoke audiences can be created using ENGINE’s Discovery Bus omnibus solution, in as little as two weeks.

Calvin Cain (pictured), who leads Digital Audiences for ENGINE Australia, comments: “Our attitude-based audience solution combines our world-class research capability with our investments in technology to create audience segments modeled with precision by AI and without cookies. Unlike existing solutions, we do not make subjective assumptions about what digital behaviors suggest about a consumer’s preferences or intentions, rather we ask a statistically relevant sample of consumers about the intention, interest or desired beliefs, and then, using AI, work backwards to identify the behaviors and traits that unite them.”

The group is live at www.enginegroup.com – although if you’re in the UK good luck getting into the non-UK part of the website.

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