What: Verizon and AOL are helping advertiers reach consumers by integrating Verizon’s “Precision Market Insights” into AOL’s ad targeting, optimization and measurement system.
Why it matters: PMI integration to AOL is aimed to enhance AOL’s layers of data already used by advertisers with information about segments of consumers.
With more and more people living their lives on mobile, advertisers are seeking more effective ways to reach those consumers with messages about products and services.
Verizon and AOL are helping advertisers in doing so by offering various data sets like one of their latest “Precision Market Insights.” PMI data will be added to AOL’s ad targeting, optimization and measurement system.
PMI from Verizon introduced new, privacy-safe solutions designed to help address those challenges faced by marketers. This division uses location data generated by Verizon Wireless-enabled devices to determine demographic and other information about people in certain locations and connect it to other places those people visited.
The anonymized data, which could easily be the percentage of an audience segment that attended a basketball game and then visited a restaurant, can be used to reach the right audiences on mobile through demographic, interest and geographic targeting and enables advertisers to use their own data to reach target audiences on their mobile devices. It help brands deliver impact-driven marketing and drive ROI in mobile without any personally identifiable information being shared outside of Verizon and without the use of any Verizon-collected web browsing information.
PMI integration to AOL is aimed to enhance AOL’s layers of data already used by advertisers with information about segments of consumers.
The PMI data is now available in a closed beta to select AOL advertiser clients, according to Adage.
PMI will remain as an independent division within Verizon.
