4INFO and Datalogix Partner to Deliver Purchase-Based Mobile Audiences to Brand Advertisers

Partnership will Bring New Levels of Audience Segmentation and Reach to Rapidly-Growing Industry

Westminster, Colo. and San Mateo, Calif. – July  7, 2011 – 4INFO, a leading mobile advertising company, and Datalogix™, the leader at integrating database marketing and digital media, today announced a relationship to enable real world segmentation-based reach and measurement within  4INFO's AdHaven Audience Network. As a result of this partnership, 4INFO will be a premier mobile advertising partner of Datalogix, providing AdHaven advertisers with additional audience reach opportunities as they plan campaigns and AdHaven publishers with additional capabilities to sell their inventory using the platform. 

4INFO and Datalogix will provide brand marketers with the ability to define and reach mobile audiences based on Datalogix's $1 trillion database of purchasing behavior. Custom models based on SKU-level purchase data allow brands to drive new customers or explicitly target existing ones on their mobile devices including smartphones, feature phones and tablets.

"The next frontier in mobile is true audience targeting at scale," said Zaw Thet, CEO, 4INFO. "Datalogix is the leader in bringing offline data to digital and this partnership with Datalogix provides  a valuable new dimension of data to our extensive AdHaven Audience Network.  DLX has extensive differentiation in the retail, CPG and automotive verticals and brands will benefit from targeted mobile advertising, as demonstrated by measurably higher ROI and campaign results."

Audience segmentation and reach are critical to maximizing the results of digital advertising campaigns. According to a recently released comScore study, online audience-based targeting results in a 514 percent lift in brand search within four weeks of ad exposure, compared to only 130 percent lift with contextual advertising. Advertisers reap greater benefits from targeted campaign placements.  

"We keep seeing great results when clients use our purchased-based data for display advertising," said Chris Scoggins, SVP and GM, DLX Platform.  "The question that keeps coming up is when will DLX audience segments be available for mobile advertising? The AdHaven Audience Network has extensive reach across mobile devices and premier publishers using the AdHaven platform, making it an ideal partner solution to leverage our audience capabilities."