A wholly owned subsidiary of Nexstar Digital that serves as a provider of multiscreen digital advertising has launched a new ad technology that leverages proprietary audience and inventory data from all 171 Nexstar broadcast TV stations and 2,000 direct publisher integrations.
Mass² is behind the launch of Deal IQ, a tool Nexstar Digital says “maximizes ROI and unlocks predictive relationships for top brands, agencies and network demand partners.”
The ad technology, the company says, builds off of the data foundation from Nexstar Media in 100 different markets, providing more than 500 million impressions per month.
Deal IQ’s first-party data is collected and updated in real time, allowing their data science team to analyze the attributes of its clients desired audience and create a model to predict similar users.
“One of the biggest issues plaguing brand marketers right now is a lack of transparency,” said Marika Roque, VP/Digital Operations at Mass². “With the launch of Deal IQ we are eliminating those barriers brands have to their engaged audiences with quality data that allows us to start from strength, not scratch when modeling towards their desired actions.”
Mass² suite of Deal IQ solutions includes ways to maximize reach, inventory and audience, the company notes.
“To put all of this into context, a global insurance brand recently came to us with the primary goal of driving conversions in the form of quote requests,” Roque said. “Using conversion rate as the KPI metric within the Deal IQ platform, our proprietary modeling approach performed 54% better than standard audience and contextual targeting methods.”
Since the Mass² official launch in February 2017, the ad tech company says it has been committed to building the right team of data scientists and engineers to help create best-in-class products for their clients—addressing the industry need when it comes to transparency, access to first party data, and marrying the right type of data and inventory.
“The company has established an unparallelled foundation built on data, enabling advertisers to reach real people by getting closer to their audiences and relying less on targeting based off of cookie IDs,” it notes.