New Research Cites “Strengths (that) stem from openness and a focus on measurement,” Highest score possible in Product Strategy
Boston, MASS. – May 30, 2017 – DataXu, a leading provider of programmatic marketing solutions, today announced that its Demand-Side Platform (DSP) has been named a Leader, including the highest score possible in the product strategy criteria in The Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017 from Forrester Research Inc.
DataXu’s DSP received the Top Ranking in the following criteria: “Platform Capabilities and Tools”, which includes product capabilities around campaign setup and management tools, reach and frequency tools and privacy; and in the “User and Device Identity” criteria, which addresses person and cross device graphs, data sources and data quality—all capabilities offered by DataXu’s OneView product. DataXu believes these two categories are critical to marketers who want to reach their audiences everywhere at scale, with the option of an easy-to-use self-service platform.
Forrester states, “DataXu continues trying to solve marketer measurement problems outside of digital advertising, which sets them apart from competitors. To complement measurement, DataXu has put a lot of focus on cross-device mapping, allowing marketers to import and export proprietary data and device graphs in and out of the DSP.”
Out of the 11 platforms evaluated in this comprehensive 36-criteria evaluation, DataXu was among those that received the highest score possible for product strategy. “Staying true to its open strategy, DataXu also allows marketers to customize machine learning with an algorithm marketplace and the ability to ‘bring your own algorithm,’” states the Forrester report.
Being named a leader in the Forrester Wave caps off a momentous start to 2017 for DataXu. In January, DataXu debuted a new partnership with Acxiom to deliver advanced TV targeting capabilities to advertisers, and DataXu also recently added the industry’s first OTT TV buying capability to its DSP, enabling marketers to create custom audiences and distribute those audiences across premium TV content, generating net new reach for TV buyers. Additionally, DataXu received the top usability score in a head-to-head study by independent usability research firm, Validately.
“In such a large and dynamic category, we’re thrilled to be named a leader in the Forrester Wave,” commented Mike Baker, DataXu CEO and co-founder. “We think the recognition of product strategy, key platform performance tools and our omnichannel approach echoes what we’ve seen in the market, particularly among brands and agencies that are using data in new and meaningful ways. We believe this year’s Wave affirms our direction as we strive towards enabling our customers to achieve true marketing ROI across all channels.”