Marketing, Artificial Intelligence & Analytics for the Modern Marketer
Digilant – a programmatic media buying services company — introduced MAIA: Marketing, Artificial Intelligence and Analytics. This straightforward yet powerful infrastructure will be used to power DIGILANT and offers advertisers the harmonious combination of programmatic power and human derived insights, in one easy-to-use solution.
According to a recent report by Forrester, no one DSP or ad-tech platform exists that addresses the full range of omni-channel buying needs. As a result, marketers are forced to stitch together a patchwork of disparate platforms, inventory and data sources to address their requirements — and then rely on these programs built on wobbly infrastructure to measure, analyze and predict consumer behavior.
“The existing set of online advertising solutions is conceptually inadequate for what marketers need to be successful in 2019 and beyond,” says Raquel Rosenthal, CEO of Digilant. “This year we made it a priority to address this gaping hole in the digital advertising solutions landscape, and we think we nailed it with MAIA.”
Never before have marketers been forced to be so adept across so many channels, or has it been such an ongoing challenge to serve up “the right ads, to the right audience, at the right time and cost”. With dozens and sometimes hundreds of dynamic digital channels to manage on even a single campaign, media buyers find themselves at the mercy of systems and software that are often either disconnected altogether, have loose and unreliable connections, or report on questionable metrics. The result is advertisers exposed to potential overspending, fraud and brand safety concerns.
Enter MAIA – Marketing, Artificial Intelligence and Analytics for the modern marketer.
According to eMarketer, 73% of US marketing professionals find it difficult to get quality reporting and insights from their data sources. And in our experience at Digilant, the crux of the problem is a combination of an over-reliance on technology and not enough involvement of insightful and experienced digital advertising professionals.
This is the issue MAIA addresses head-on. Unlike existing marketplace solutions, MAIA brings people and technology together, creating the perfect blend of strategy, insight and efficiency that helps drive marketing teams to successful outcomes. MAIA intelligently makes sense of massive data sets, and with the constant support and guidance from the Digilant operations and analytics teams, leads advertisers to more efficient media buys, better decision-making, and media optimization across multiple channels — resulting in superior ROAS and overall performance.
MAIA Combines Best-of-Breed Technology + Talent
With the introduction of MAIA, Digilant is now able to offer Digital Advertising Solutions for agencies and brands that blends both human expertise and curated technology to generate intelligent insights activated through cross-channel campaigns.
“I’ve been in the Internet advertising industry for more than 20 years,” says Digilant CEO Raquel Rosenthal, “and I can tell you that MAIA solves the single biggest challenge that media buyers face today, and that’s multichannel management and optimization. There’s nothing in the marketplace that comes close to the features and functionality of MAIA.”
MAIA’s infrastructure was built to combat the future complexities of the advertising industry and allows marketers to effectively use billions of collected and analyzed data points. This data is sourced from over 250+ log level feeds, API’s and server-to-server level integrations with partners and channels. MAIA’s AWS powered technology directly feeds in to Digilant’s fully integrated Data Management Platform and Data Mining Console.
MAIA, by Digilant, offers media buyers and brands:
- Omni-channel media buying and execution
- Privileged access to the highest-quality markets and media
- Real-time, extensible data management based on people, not cookies
- A proprietary data layer combined with AI, built from real transactions
- Extensible decisioning and machine learning platform, and customizable attribution framework
- The best human insights from people with programmatic know-how
The modern marketing operation requires both programmatic power and human expertise to be successful, and MAIA accurately measures, analyzes and predicts customer personas, behaviors and motives. The platform uses data as a currency, to not only build the most accurate audiences to target, but to give brands the ability to see the whole picture – how strategy, data, inventory and reporting work together. And then the ability act on those insights to consistently learn and achieve better results campaign-over-campaign.
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