Xaxis aims to bring accuracy and performance to digital campaigns with new data management platform Turbine
Programmatic media and technology company Xaxis has announced a new data management platform (DMP) that brings both accuracy and performance to global advertiser's digital campaigns.
Turbine is built around a unique streaming data engine and creates proprietary and anonymous segments in real-time before auctioning the segments across premium inventory on all digital channels.
Mark Grether, global COO of Xaxis, explained: “Turbine represents the next step in our ongoing evolution, enabling our clients to extract more meaning more quickly from the massive amounts of anonymous big data being generated on a moment by moment basis.”
The multi-million dollar platform marks a shift in DMP architecture, taking audience segmentation from a two-step process, where data is stored first and then analysed, to an always-on analysis of raw, anonymous audience data streams.
These constantly updating and optimising audience segments allow advertisers to take advantage of new opportunities which can be indemnified and acted upon within minutes as opposed to hours. Turbine’s proprietary audiences also mean advertisers are not limited to building strategies around the same third party audience data sets in use by everyone else.
Turbine’s stream processing engine continually responds to changes in behaviour patterns inferred from more than two trillion anonymous data points. The stream processing architecture accelerates Turbine’s audience intelligence as data volumes increase and by using proprietary predictive modelling algorithms, machine learning and advanced semantic technology, Turbine can automatically determine what audiences to create and in which content in order to target and optimally meet the needs of each campaign.
Vice president, platform at Xaxis, Richard Lloyd, added: “Turbine is the industry’s first solution to bring a real time element to the audience creation process, providing clients with an unmatched advantage for maximizing the performance of their programmatic campaigns.”
Turbine is fully integrated with Xaxis execution platforms, which provide first look or access to a worldwide portfolio of brand-safe inventory across display, online video, mobile, social, internet radio and digital out of home.