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.