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Mindshare launches media-buying analytics platform

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New York—WPP's Mindshare has introduced a tool to analyze business product and marketing data, target groups and media choices to help marketers make more-informed media-buying choices. Dubbed CORE, the platform is similar to tools used by financial traders in making decisions about buying and selling investment instruments, Mindshare said in a statement. CORE “moves data out of the hands of IT and analytics teams and into the hands of marketers,” according to the company. Mindshare partners helping enable the platform include 24/7 Media, which is providing cookie technology; Acxiom Corp., audience intelligence data; Adobe Systems, data-mining and reporting; and Nielsen Co., digital media performance information.
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