MediaMath Launches Adaptive Segments To Provide Real-Time Insights To Marketers

MediaMath Launches Adaptive Segments To Provide Real-Time Insights To Marketers

MediaMath, an independent programmatic company for marketers, today announced a major enhancement to its data management platform with the launch of Adaptive Segments, a product which allows agencies and marketers to create, reach and understand their best customers, in real time, at the scale and sophistication required by the market today.

Customer data is complex and fragmented, and comes from a multitude of sources across platforms and devices. It is very difficult for marketers to get a true understanding of their audience—who they are, how they shop, when and why they buy.

Adaptive Segments solves this problem by allowing marketers to define granular audiences in real time, understand how they perform, optimise them quickly and activate them immediately across the internet. This powerful audience segmentation ensures that marketers have a unified view of their customers to deliver personalised offers across channels and over time.

Adaptive Segments is seamlessly integrated with MediaMath’s DSP to maximise performance and insights. Clients can also push audiences outside of the MediaMath platform to gain true customer-centric marketing capabilities.

“Adaptive Segments enables marketers to transform their raw data into immediate actionable marketing tactics that enable actual one-to-one conversations with their best customers,” said Keith Hawley, VP audience platforms at MediaMath.

“It’s no surprise that MediaMath’s largest brands and agencies are already actively using Adaptive Segments to personalise messaging at every stage of the customer journey and across their campaign budgets to serve the right message at the right time.”

Luxury fashion brand Luisa Via Roma has been using Adaptive Segments and saw campaigns that leveraged granular audience segmentation drove up to 11.7 times higher ROAS/ROI.

“MediaMath’s integrated DMP allowed us to understand how our customers behave, and to reach them at the right time with optimal messaging. With Adaptive Segments, we were able to hone in on what ad frequencies worked best and what site behaviours defined our most promising prospects, and immediately act to influence their buying decisions,” said Véronique Franzen, programmatic marketing manager of Luisa Via Roma.

“It was also crucial to have a consistent brand experience across all channels, whether addressing a prospect or an existing customer. MediaMath’s embedded cross-device identity solution provided the unified foundation we needed to achieve that goal.”

“One of the biggest issues facing the more advanced programmatic marketers today is the inherent latency that arises from trying to stitch together an ad tech stack with multiple parties”, commented Rahul Vasudev, managing director, Asia Pacific at MediaMath.

“There is a meaningful amount of data lost in transit. At the same time, marketers are losing their most important customers, the ones who have just put a product in their shopping cart in the past hour or so. While MediaMath has always had data management capabilities, Adaptive Segments heralds the beginning of a new era of data management technology that is already delivering performance improvements in orders of magnitude.”

Top features of Adaptive Segments include:

  • Instant segmentation: No need to wait for segments to scale—the data is already there. Audience size can be determined in seconds, enabling smart planning and budget allocation. Segments can be redefined and iterated over time without having to start from scratch. Spend starts instantly and segment membership is always accurate.
  • Granular testing and reporting: Conduct “what if” scenarios without spending a cent of budget to test new segments to understand how they would have performed in past campaigns. Then maximise your ROAS by targeting only the segments shown to have the best performance, and don’t waste spend on segments unlikely to perform.
  • Direct integration into MediaMath’s DSP: Native integration with MediaMath’s omnichannel DSP enables instant-on audiences for maximum scale and reach. Standalone audience creation tools create a problem for marketers—whenever data is pushed into the buying platform, a large amount of addressable audience is lost. Using an integrated solution, marketers can reach 100 percent of their audience, and do it more simply, in one system.

MediaMath’s DMP connects data management directly with media execution and decision solutions, creating a single system of record across the life cycle of the consumer to drive the best outcomes to maximise marketing ROI. In addition to Adaptive Segments, additional components of MediaMath’s DMP include pixel and CRM onboarding tools, a cross-device and cookieless identity solution, advanced analytics and insights tools, proprietary transaction-level data and predictive insights and third-party audience data available through the company’s wide network of data partners.

Please login with linkedin to comment

AGE Isobar einsights

Latest News

Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]


by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]