Short Takes: X+1’s Media Aware Homepages

[X+1 ]recently released a new ad tech product that purports to get around the problem of low click-through rates by allowing advertisers to know when consumers have been exposed to an ad regardless if they clicked or not. Media-Aware Home Pages know what online media consumers have been exposed to even if they didn’t click on a display ad.

Using a tracking pixel, [ X+1]’s Media-Aware Home Pages product pulls data on who viewed an ad and matches it with data on when and where they saw it. Upon a return visit or a search on the company or product, consumers view content that personalized according to the company’s objectives.
The company says this isn’t just another retargeting product.“We are going one step beyond targeting, and personalization,” said Toby Korner, vp of client solutions for [x+1]. “We don’t need clicks to capture customer experience data and create an optimized experience for them. CTRs are only at best 0.2 percent- this is a process that is very limited in reach. We are going beyond that idea to create a web experience that matches the interests  of a consumer with historical data from across the Web.”
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