Adnetik rebrands as Digilant and introduces two new products
Independent marketing technology company Adnetik has announced it is rebranding to become Digilant, a name 'combining "digital" with "vigilance."'
The combination was chosen to reflect a complete focus on digital platforms - online, mobile and video- and the company's vigilant approach to helping brands and agencies make the best decisions about how to reach target markets using digital media.
CEO Edward Montes has said of the decision to rebrand: "There has been a sea of change in digital advertising over the past few years. We have witnessed a proliferation of digital platforms, huge advancements in technology, and a dramatic increase in ad volume. The pace of this change is unparalleled. We felt that the time was right to change the company's name to address these dynamics and set the stage for future innovation."
In conjunction with the name change, the company has also announced the introduction of two new products: Digilant AIM Audience Index and Digilant AIM Brand Network.
Digilant AIM Audience Index has aimed to help marketers reach new customers by expanding their target audience pool to include previously unidentified prospects whose profiles meet the specific criteria set forth by the brand. The technology has used a unique scoring system that ranks both positive and negative relevancy among the entire universe of online users: those who receive high scores are modelled using look-alike technology while those who receive low scores are eliminated from targeting consideration.
Digilant AIM Brand Network has offered marketers direct access to, and control over, premium inventory deals by enabling them to strike their own pricing and volume agreements with publishers and network providers but still deliver ads utilising the Digilant AIM targeting technology.