Xaxis is one of the world’s largest programmatic media and audience platforms, and the company just announced that a comScore global validation study has verified the predictive accuracy of the firm’s industry leading data management platform, called Turbine.
In fact, “comScore found Turbine outperforms its benchmark in accurately predicting consumer purchase intent and interests across its proprietary, real-time audience segments,” a statement provided to MMW reads. “The result highlights Xaxis’ understanding of consumer intent and ability to decipher complex in-market purchase signals to increase engagement throughout the consumer journey.”
Going forward, Xaxis and comScore will work together to continually verify the veracity and performance characteristics of Xaxis’ Turbine audiences.
In the study, comScore assessed Xaxis segments for accuracy by validating Turbine’s audience data against the 1.9 trillion interactions observed by comScore’s global monthly census.
“The comScore validation adds an additional layer of value to Turbine’s proprietary audience segments, ensuring they reach the intended targets across all addressable media including mobile, display, social, online video, connected TV, Internet radio, and digital out of home,” according to Digital Journal.
Xaxis execs are pleased with the results of comScore’s review.
“Turbine provides Xaxis clients with a true understanding of a consumer’s position within their consumer lifecycle and enables brands to engage with audiences at precisely the right moment across devices,” said Jon Whitticom, VP of data and audiences at Xaxis. “comScore’s findings validate our proprietary methods of modeling, scoring and refreshing audience segments in real-time. As we continue to innovate in data science, our ongoing partnership will bring an extra level of rigor to our overall testing and R&D efforts.”
“Xaxis is to be commended for its willingness to test their targeting accuracy level,” said Gian Fulgoni, co-founder and Chairman Emeritus at comScore. “By validating its audience segments against comScore’s independent third-party data, Xaxis is giving its clients greater confidence that they do indeed reach their desired audiences through accurate targeting capabilities.”
Xaxis’ Turbine DMP continually responds to changes in behavior patterns inferred from more than 1 trillion non-personally identifiable data points to create proprietary audience segments that can be actioned across all addressable media.