Home  › Media › Media Buying

iCrossing Buys Red Aril, Data Management Platform

  |  December 7, 2011   |  Comments

Red Aril lets marketers blend multiple data types to model and reach targeted audiences.

Hearst-owned digital agency iCrossing has acquired Red Aril, a data management and audience optimization platform, or DMP.

The Red Aril platform supports multiple data types and sources and lets marketers blend them to model and reach targeted audiences. Consumer profiles are constantly updated, the company said, from a client's complete portfolio of data, as well as anonymous web traffic and third-party data.

Peter Randazzo, iCrossing’s chief technology officer, points out that Red Aril is one of the few pure-play DMPs.

"Red Aril was built from the ground up to be a real-time secure audience platform," Randazzo says. "It takes all the data sources, correlates the data, applies statistical models and makes the information available in real time. It lets our clients segment their audiences into actionable information."

He said an important differentiator of the platform is that clients stay in control of their data. For example, when the system makes a call to a third-party data source, audience behavioral data is masked from that source.

"They don't get the information that you were on my property at this particular page. It allows you to leverage your audience without leaking audience," he says.

Red Aril will also give iCrossing a trading desk application, which leverages insights from the data management platform to execute and inform media campaigns across networks and RTB exchanges. The trading desk lets publishers anonymously profile people who come to a site, understand who is most valuable, and then purchase lookalikes out on ad exchanges.

"And they do without making anyone else smarter in the process," Randazzo says.

Red Aril competes with Demdex, the data management platform acquired by Adobe in January and rolled into Adobe Online Marketing Suite. At that time, Forrester analyst Michael Green predicted further strategic acquisitions of DMPs.

It's been a busy year for iCrossing, owned by Hearst since 2010. In June, it launched iCrossing Live Media Studio, a branded content unit to generate brand media assets to be distributed whole or piecemeal across platforms. In September, it bought Wallaby Group, a Hispanic agency.

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Resources

Jobs

    • SEO Specialist
      SEO Specialist (HeBS Digital) - NEW YORK                             ...
    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...