TRAFFIQ and Datran Team Up for Audience Understanding

In New York, Datran Media's Aperture audience measurement tool has been integrated into TRAFFIQ's digital media platform, to help agencies and advertisers better understand target audiences and optimize their online campaigns.

Aperture enables marketers to access the demographic, lifestyle and buying behavior of audiences that have viewed and responded to digital campaigns. The technology combines household-level data with online consumer behavior to identify, reach and measure online audiences, profiling them on more than a hundred consumer data points including age, gender and marital status, along with income level, family size and buying history.

The TRAFFIQ platform facilitates the buying and selling of display media by advertisers, ad agencies and publishers. Aperture's SVP and General Manager Scott Knoll, says that embedding his firm's software in TRAFFIQ will enable both sides of the media buying equation to 'leverage data' in entirely new ways.

TRAFFIQ CEO Mark Kahn enthuses: 'With Aperture, our agency and advertising partners are able to precisely target audiences and adjust creative strategies in real time based on campaign feedback and audience needs. Post-campaign, advertisers also benefit from strategic business intelligence that provides information on both responding and non-responding audiences.'

Web sites: www.traffiq.com and www.datranmedia.com .