Short Takes: X+1’s Media Aware Homepages

October 11, 2011 • 1 min read • By Carla Rover

[X+1 ]recently released a new ad tech product that purports to get around the problem of low click-through rates by allowing advertisers to know when consumers have been exposed to an ad regardless if they clicked or not. Media-Aware Home Pages know what online media consumers have been exposed to even if they didn’t click on a display ad.

Using a tracking pixel, [ X+1]’s Media-Aware Home Pages product pulls data on who viewed an ad and matches it with data on when and where they saw it. Upon a return visit or a search on the company or product, consumers view content that personalized according to the company’s objectives.

The company says this isn’t just another retargeting product.“We are going one step beyond targeting, and personalization,” said Toby Korner, vp of client solutions for [x+1]. “We don’t need clicks to capture customer experience data and create an optimized experience for them. CTRs are only at best 0.2 percent- this is a process that is very limited in reach. We are going beyond that idea to create a web experience that matches the interests of a consumer with historical data from across the Web.”

https://digiday.com/?p=2273

Digiday Top Stories

Content & Commerce
New app launches through Apple hoping to win with ‘zero-party data’ when others haven’t
Caden's new app lets users connect data from their Uber, Amazon, Netflix and other accounts in exchange for money. Will it take off?
Gaming & Esports
‘The next level for us’: The New York Times eyes better retention for games in subscription drive
The games division is focusing on finding new ways to mine the inherent competitive nature of games like encouraging people to play multiple games in a single session or through new achievements and rewards for progression.
Navigating Economic Instability
In graphic detail: Publishers’ full year 2022 earnings
Looking back at 2022, the hits to publishers' revenue were partially staunched, but by the end of the year nearly all areas of the business felt the impact of the economic downturn.
Sponsored
In a cookieless world, publishers are embracing new approaches to personalized UX
Asaf Shamly, CEO and co-founder, Browsi With user experience at the forefront of many publishers’ minds, the eventual deprecation of third-party cookies is bound to wreak havoc for those who haven’t quite figured out how to adjust their ad model to the coming change. The problem is well defined at this point: They can’t afford, […]
Equality and Opportunity
‘It has to be built in’: How agencies strive to advance their diversity goals
There often is no blueprint for diversity in the corporate world, and many initiatives at media agencies have been works in progress over the last few years.
Navigating Economic Instability
Publishers tout generative AI opportunities to save and make money amid rough media market
Generative AI technology will be an area of focus for some media companies this year as they work to cut costs and find new revenue opportunities amid a tough media market.