Media and marketing services group ENGINE has partnered with data intelligence company Clickagy, to launch a capability called 'Attitude Based Audience, which uses survey research to reach consumers online '25% more effectively' than traditional audience targeting solutions. ENGINE's audiences currently span auto, financial services, health/pharma, lifestyle and tech, and audiences can be activated through direct integration with a preferred DSP (demand-side platform), or through DMPs (data management platforms) such as Nielsen, LiveRamp, Eyeota and Neustar. Clickagy offers more than 3,000 pre-made audiences of real-time consumers, by collecting real-time, granular data directly from the source. The firms' new 'Attitude Based Audience' capability draws on ENGINE's research and data competencies and Clickagy's data intelligence assets, in order to build audiences through first-hand consumer testament. ENGINE takes a representative sample of consumers that express the attitude, intention or sentiment an advertiser is attempting to target, and then uses machine learning to identify the digital behavior in Clickagy's platform that provide the strongest signal of those desired attitudes, intentions or sentiments. Harry Maugans, founder and CEO of Clickagy, says the launch will enable marketers to reach curated segments of consumers based on their observed interests, as well as purchase intent and preference. Andy Davidson, who leads data strategy and analytics for ENGINE Insight, adds: 'We have developed a better way - rather than making subjective inferences regarding what digital behavior suggest about a consumer's preferences or intentions, we leave it to the consumer to express intent or preference and then we find the behavior that best signal it.'
