MediaMath unveils 'granular audience' marketing scheme

MediaMath unveils 'granular audience' marketing scheme

MediaMath, a leading independent programmatic company for marketers, has boosted its data management platform with the launch of Adaptive Segments, a product which it claims allows agencies and marketers to create, reach and understand their best customers, in real-time, and at scale.

The firm insists the new scheme will allow marketers to get a true understanding of their audience - who they are, how they shop, when and why they buy - by allowing them to define granular audiences in real-time, understand how they perform, optimise them quickly and activate them immediately across the Internet.

This, it claims, will ensure marketers have a unified view of their customers to deliver personalised offers across channels and over time.

MediaMath cites the case of luxury fashion brand Luisa Via Roma, which was one of the first to use Adaptive Segments. The brand saw campaigns that leveraged granular audience segmentation drive up to 11.7 times higher ROI.

"Adaptive Segments enables marketers to transform their raw data into immediately actionable marketing tactics that enable actual one-to-one conversations with their best customers," said Keith Hawley, VP Audience Platforms at MediaMath. "It's no surprise that MediaMath's largest brands and agencies are already actively using Adaptive Segments to personalise messaging at every stage of the customer journey and across their campaign budgets to serve the right message at the right time."