TradeDoubler is well known as a leading performance marketing network, and they have just recently announced the release of a new tool to help advertisers and marketers better identify and target the right customers. The tool uses existing website data to track around one billion affiliate transactions each day and is pulling it all together using a programmatic system that appears to be very effective.
It will take anonymous purchase intent data and aggregate it with various affiliate programs. The information is then used to build customer profiles. The tool is called ENGAGE and it also harnesses third-party elements with the marketer’s own data so that it can better predict an ideal customer to target.
After gathering and combining all this data into customer profiles, it is delivered through the TradeDoubler DSP for programmatic bidding so that it will be available to publishers using the platform.
Dan Cohen, TradeDoubler’s regional director, said, “It’s clear from our research that consumers want to find new brands, and they like it when they receive advertising that is relevant to them. We have designed TD ENGAGE with this in mind. It enables marketers to identify and reach new customers in a way that is targeted and welcomed.”
Taking all the existing data that is available both from the network itself and from marketers and using it in an effective way will help improve ROI for advertising campaigns using this programmatic system. While it is still early on, it appears that this is going to be a very effective system at helping marketers build successful affiliate campaigns.
