MediaMath Debuts 'Adaptive Segments'

In the US, data-based digital marketing firm MediaMath has enhanced its data management platform with the addition of 'Adaptive Segments', through which agencies and marketers can create, reach, and understand their 'best customers' in real-time.

The tool allows marketers to define audiences in real-time, understand how they perform, then optimize and activate them across the Internet. According to the firm, this gives a unified view of their customers, allowing for personalized offers across channels and over time. The tool enables instant segmentation, with the ability to determine audience size in seconds; and can also be used to conduct 'what if' scenarios to test new segments and understand how they would have performed in past campaigns.

Keith Hawley (pictured), VP Audience Platforms, comments: 'Adaptive Segments enables marketers to transform their raw data into immediately actionable marketing tactics that enable actual one-to-one conversations with their best customers' - and says the tool is already being used by the firm's largest clients.

Web site: www.mediamath.com .