Brand Advertisers Go Prime Time With Launch of DX Brand

Scientific Breakthrough Delivers DSP Technology to Prove Digital Advertising Works for Brands

BOSTON, MA--(Marketwire - May 18, 2011) - DataXu (, today announced DX Brand, the only multi-channel demand side platform (DSP) with all of the tools and metrics necessary for brands to confidently invest in digital advertising. Built on the industry-leading DX2 platform, DX Brand takes a scientific approach to the art of brand lift, automatically optimizing budgets to invest in consumers most likely to be receptive to a brand's message.

"Optimizing Sentiment Shift": A First in Digital Brand Advertising
DX Brand brings an evidence-based approach to measuring brand metrics, such as awareness, recall, favorability, or purchase intent. Using in-ad surveys, A/B testing, and multivariate decisioning, the system determines which placements and creatives are likely to generate a favorable response; buys each impression at the most efficient price; and automatically optimizes the campaign in real time to invest more in what's proving to work. The result is the ability to immediately improve brand lift with massive reach.

"Measuring and optimizing digital brand advertising campaign effectiveness has been talked about for years, but this is the first time I have seen it actually work in production and at scale," said John Gray, SVP of Interactive Media at Team Detroit. "Our DX Brand test results exceeded all expectations -- achieving a lift of 9.4% in favorability and 5.8% in awareness."

With DX Brand, advertisers can now:

  • Maximize return on ad spend by leveraging real-time, programmatic impression level buying across online, video, and mobile channels;

  • Discover new audiences receptive to brand message, and drive positive sentiment shifts through the science of real-time optimization;

  • Automatically deliver the right message, in the right context -- above the fold with frequency minimums -- at scale;

  • Effectively reach key audiences across a broad array of brand safe exchange-traded media, and select premium media from top comScore 250 sites; and

  • Map and match offline brick and mortar sales to DX2's sophisticated decisioning, analytics, and reporting via detailed post-campaign reporting.

"Current techniques for measuring and optimizing brand advertising online are slow and expensive manual processes that don't work at Internet scale," said Mike Baker, DataXu CEO and co-founder. "We developed DX Brand to meet the needs of brands and their agencies that have embraced programmatic media buying and want to expand beyond direct response to branding campaigns. They can now move budgets online relying on metrics that prove their campaigns are working, with the assurance their branding dollars have been invested wisely."

The DX Brand case study is now available. For more information on DX Brand or the DX2 platform, please contact

About DataXu
Headquartered in Boston, Massachusetts, DataXu provides the only multi-channel Demand Side Platform for online, video, and mobile advertisers. This powerful technology increases digital campaign performance, improves operational efficiencies and delivers unique consumer insights to advertisers. DataXu's executive team unites leading executives in digital media with MIT technologists. The private company is backed by Atlas Venture, Flybridge Capital Partners and Menlo Ventures. For more information, visit or follow us on Twitter at @dataxu.

Contact Information:

Denise Vardakas-Styrna