MediaMath and Cision Bridge Paid and Earned Media
Industry Leaders Partner to Expand Omnichannel Opportunities Across Marketing Channels Fueled by Robust Audience Data and Technology
MediaMath and Cision announced a joint partnership that enables brands to integrate data from earned media with paid media, giving brands a holistic view of their customers. The partnership addresses the need for marketing and advertising professionals to integrate their efforts, resulting in targeting and measurement across earned, owned and paid channels.
“For decades, communications pros have not been able to measure and attribute business results for their earned media efforts. As a result, despite widespread acknowledgment of the importance of earned media at building trust and credibility with customers, their budgets as a percentage of the marketing mix, are at an all-time low. Our innovative development with MediaMath empowers brands to directly attribute behavior, revenue, and any other business results from their earned media, and leverage that data to create a first-of-its-kind holistic profile of customers. They can then activate that profile in an integrated, omnichannel program across paid, owned, and earned media,” said Kevin Akeroyd, Cision CEO.
Data-Driven Identification and Measurement
The MediaMath and Cision partnership allows marketers to:
- Deliver Omnichannel Audience Analytics: By bringing together earned and paid media audience data, marketers now have the ability to connect different media channels with attribution systems and effectively measure the overall impact of earned media within broader marketing campaigns.
- Amplify Earned Media with Paid Media Tactics: Communications professionals can extend their earned media efforts with paid media tactics such as amplification of a press release or earned media pick up through paid channels, earned media retargeting, or guaranteed news views.
- Optimize Digital Advertising with Earned Media Data: This new integration gives marketers access to earned media audience data which can be used to optimize paid media channels, inform buying decisions, and augment digital marketing data.
Greg Williams, MediaMath co-founder and SVP, business development, added, “Never before has our industry had the ability to understand the earned media audience in the same manner as the paid media audience. This partnership unlocks the power of omnichannel marketing by uniting efforts across all paid, owned, and earned channels, bringing a more coherent experience to consumers.”
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