ENGINE Rolls Out Audience Product in Aus

Media and marketing services company ENGINE has rolled out its cookieless 'Attitude-Based Audience' capability in Australia, allowing marketers to target online audiences across auto, financial services, health / pharma, lifestyle and tech sectors.

Established in 2005, ENGINE has global headquarters in New York and sixteen offices across North America, Europe and APAC. Last week it was announced that British-based consultancy Next Fifteen Communications had agreed to acquire the UK part of Engine for £77.5m. The remainder of the group remains under the ownership of Lake Capital, which acquired it in 2014.

The Attitude-Based Audience product is already on offer in the US, but this launch marks its first availability in Asia Pacific. Audiences can be activated through the proprietary end-to-end programmatic ENGINE Media Exchange (EMX); and where existing sets don't match a client's need, bespoke audiences can be custom-built using ENGINE's Discovery Bus omnibus solution, in as little as two weeks.

Calvin Cain (pictured), who leads Digital Audiences for ENGINE Australia, comments: 'Our Attitude-Based Audience solution marries our world-class research capability with our investments in technology to create accurately AI modelled, cookieless audience segments. Unlike existing solutions, we don't make subjective assumptions about what digital behaviours suggest about a consumer's preferences or intentions, we instead survey a statistically relevant sample of consumers on the desired intent, interest or belief and then, using AI, work backwards to identify the behaviours and traits that unite them'.

The group is online at www.enginegroup.com - although if you're in the UK, best of luck trying to get to the non-UK bit of the web site.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.