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PrecisionMatch Launches Data Focused Digital Marketing Solution At #NAMA

PrecisionMatch, a solution for developing and monetizing publisher side audience data, allowing both publishers and advertisers to keep a better track of audience affinity and intent while targeting them, was unveiled at MediaNama's #NAMA conference, as a part of the #alpha product showcase. Part of a JV between Manish Vij's Vun and Harish Bahl's Smile Group, and lead by Nitin Chowdhary, PrecisionMatch offers a channel for publishers to analyze, categorize and monetize audience data, while advertisers can use it for optimising performance of display campaigns. The company claims that the data will be screen agnostic. According to the company,the old ad targeting model, focuses more on context, which might not always result in accurate targeting, for example, people watching sports channels might not always be the ones to buy sports drinks. It added that, advertising based on social targeting, is limited by the user's social reach, though search advertising was still better at predicting user intent since it's based on what the user demands. PrecisionMatch claims to enable targeting based on audience instead of context, focusing on collecting data related to their demographic and behavioral profiles and cues that translate into an intent to purchase. It uses both first party and third party data, and allows advertisers to create personalised creatives and landing pages based on audience data. At launch, Precision Match claims to already offers data from 60% of users in India, Singapore and UAE, which accounts to more than 50 million impressions. At launch, Precision Match has clients like Samsung,…

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