IXI Rolls Out Ad Reach Measurement Tool

IXI Services, a division of consumer information provider Equifax, has launched an online tool called AudienceIntel, which helps clients evaluate who is actually viewing and responding to their ads.

Equifax says it collates data on more than 500 million consumers and 81 million businesses worldwide, and uses advanced analytics and proprietary technology to create and deliver customized consumer insights. Its IXI Services division enables marketers to target consumer households based on proprietary measures of wealth, income, spending, investment style, share-of-wallet, and share-of-market.

The new real-time interactive dashboard combines a variety of the division's proprietary financial and economic measures with anonymous neighbourhood-level data, to verify if ad impressions are reaching their optimal target audience.

Jeff Sporn, SVP & GM, Digital Solutions for IXI Services, comments: 'In the past, data has allowed us to do manual assessments, especially of offline marketing activity, but this real-time dashboard provides the financial and economic profile of the audience seeing an ad during a campaign, giving advertisers a very clear indication of whether or not they are hitting their target.'

Web site: www.ixicorp.com .