RevResponse launched Audience Intelligence Reports (AIR), a tool designed to help publishers gain a holistic view of their website visitors and their respective content interests. These insights provide publishers with the ability to more accurately focus on their audience’s needs and interests.
The new feature within the programmatic advertising platform allows publishers to build audience intelligence reports — which can boost ad performance and increase click-through rates on their editorial content. The solution also uses audience analytics to recommend natively injected content that is most likely to resonate with the publisher's audience.
Some of the insights now shared with publishers include job title and level as well as company size, location and industry.
"We're now allowing publishers access to detailed audience data that has not been historically available to them," said David Fortino, VP of Audience Development for NetLine, the parent company of RevResponse, in an interview with Demand Gen Report. "Making this data transparent aims to help publishers and advertisers better understand who exactly is engaging with their content."