The acquisition of Red Aril enables iCrossing to build connected brands at a more personal level with clients’ most valuable audiences in real time. iCrossing clients will have access to a data management platform which provides a singular, cross-channel view of the customer to drive real-time campaign optimization and relevant customer experiences.
With iCrossing and the Red Aril platform, brands can identify, engage, and extend high-value audiences with a greater level of precision than ever before possible. It works by building sophisticated profiles that are constantly updated from an individual company’s complete portfolio of data — including large volumes of anonymous Web traffic data, third-party data and first-party company data — expressly for their benefit.
Red Aril’s DMP functionality includes the ability to collect, protect, model and transform data into optimized audience profiles that easily integrate into the broader marketing and advertising ecosystem. The result is an accurate, real-time, 360-degree understanding of audience interests across channels, allowing marketers to offer more relevant messaging and content to customers than what is offered on any other platform.
The acquisition of Red Aril also provides iCrossing a trading desk application, which leverages insights from the data management platform to execute and inform media campaigns across networks and RTB exchanges.
“iCrossing and Red Aril are going to deliver data-driven strategies to build connected brands,” said Don Scales, president and CEO, iCrossing. “This acquisition puts us at the front of the shift away from optimizing channels towards optimizing audience relationships in real time.”
“The leadership iCrossing has shown in blending talent and technology to drive results across digital channels made them a perfect match for us,” said Jim Soss, CEO, Red Aril. “Through the Red Aril data management platform, iCrossing clients will have one view of the customer in real time to drive personalization at scale and, in turn, campaign performance.”
iCrossing is a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class digital marketing services — including paid search, search engine optimization, Web development, social media, mobile, research and analytics — to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing’s client base includes such recognized brands as The LEGO Group, Epson America and Toyota, and 40 Fortune 500 companies, including The Coca-Cola Company, MasterCard and FedEx. Headquartered in New York, the company has 750 employees in 18 offices globally iCrossing is a unit of Hearst Corporation, one of the nation’s largest diversified media companies. For more information, please visit www.icrossing.com.
About Red Aril
Red Aril is a leading data management and audience optimization platform (DMP) company that puts brands in charge of their audience data. Red Aril’s DMP helps brands reach high-value target audiences by using predictive modeling that integrates any type of data from any source. Utilizing these models, Red Aril enables brands to more effectively use data to drive revenue. The company is a member of the NAI and IAB. Red Aril is a unit of iCrossing, a global digital marketing agency. For more information, please visit www.redaril.com.